Elsie Maio is president of Maio and Company, Inc., and a corporate
branding visionary whose SoulBrandingSM
-- an innovative approach to merging corporate responsibility and
branding -- anticipated current global trends.
SoulBrandingSM framework is the
result of five years of Maio and Company's proprietary research,
as well as Ms. Maio's two decades counseling senior executives at
Fortune 100 companies. Brands, she says, are synonymous with the
corporation itself; they are how corporations reach both the rational
expectations and the unconscious emotional desires of their stakeholders.
Ms. Maio uses her SoulBrandingSM
principles to advise corporate leaders on how they can use the power
of their brands to satisfy the desire for higher corporate social
values sought by customers, employees, suppliers and other groups.
New York native, Elsie Maio was graduated from the City University
of New York summa cum laude with honors in Classics. She began her
career on Wall Street in equities research and was a senior editor
at Institutional Investor before joining McKinsey & Company,
the international management consultancy. Inspired by the potential
for disciplined strategic communications to move business forward,
she next was a senior partner at several world-class identity firms.
In 1994, she founded Maio and Company to focus on helping clients
achieve hard business results through the soft science of brand
and identity management.
corporate leaders around the world seek out Elsie Maio's counsel
on strategic branding. Her work has helped clients to successfully
list on the New York Stock Exchange; evaluate the elasticity of
multibillion-dollar product brands; make a quantum leap into their
most profitable niches; and anticipate the trend toward socially
responsible corporate positioning.
opinions appear in The Wall Street Journal, Institutional Investor,
BrandWeek, Brand Marketing and American Banker, as well as in leading
European business publications such as Management Consultant and
Magazine for Marketing, both published in The Netherlands. She also
provides expert commentary on ethical marketing for National Public
Radio's respected "Marketplace News." Her article, "Branding
for the New Balanced Corporate Agenda," was featured in the
April/May, 2002 issue of GreenMoney Journal.
is a frequent, invited speaker at conferences and workshops in the
United States and abroad, where her talks explore the increasing
confluence of corporate positioning and higher social values. In
the calendar year 2002 alone, she is addressing audiences in New
York, Minneapolis, London, Milan and Rotterdam. These talks and
Branding: Design for Deep Value(s)," American Institute of
Graphic Artists Conference, "Beyond Branding," Minneapolis
Time to Birth Social Brands," Women, Business, Spirituality
Conference, New York
"A New Management Discipline: Branding in the Stakeholder
Economy," Corporate Sustainability Conference, Erasmus University,
Capital' Wants to be Treated Human: Branding as an HR Tool,"
lecture to the MBA class in human resources management, Bocconi
A Power Tool for Conscious Leadership," The Symposium on
Leadership and Consciousness in Business, IMD Business School
A Tool to Integrate Social Values in Business," Spirit in
Business Conference, New York
venues for her speeches and presentations include the London Business
School and the Canadian Institute in Toronto, as well as conferences
of the American Bankers Association, The Conference Board, and Design
present, Ms. Maio is writing a book on SoulBrandingSM,
a practical guide to ethical corporate positioning.
sits on the Advisory Board to The Sisters of Mercy, a grassroots
non-profit serving the underadvantaged in The Americas, and advises
other not-for-profit institutions working in the social arena. Her
other board memberships include: Interim Board of Directors of the
Socially Responsible Business Alliance of New York; Advisory Board
of the Women, Business, Spirituality Conference; and the International
Advisory Board for the W.I.N. Conference. She is a member of the
Design Management Institute; Business for Social Responsibility,
and The World Future Society. She is listed in the Millennium Edition
of Who's Who of American Women®.
and Company, Inc., 2001-2002
SoulBranding, Brand Halo, Brand Lever Models, Principled Brands
are service marks of Maio and Company, Inc. All rights reserved,
Who of American Women is a registerd trademark of Reed Publishing,