Selected articles


Authored by Elsie Maio:

"Branding for the New, Balanced Corporate Agenda," GreenMoney Journal, USA, April/May, 2002
Enron's death knell has quickly crescendoed to exhuberant cries for reform…

"The Next Wave: Soul Branding^SM," 10 Views on Brand Management, Winter 1999, The Design Management Institute, pp 9 – 16

"CEOs Must Manage Brands for Value," May 18, 1998, BrandWeek, p 26


Referencing Maio and Company:

Magazine for Marketing, feature article on Maio and Company, November, 2001

Management Consultant Magazine, "Elsie Maio's SoulBranding^SM," August 2001

Clarkson Centre for Business Ethics, University of Toronto, "The Three TenoRS: Yali, Clarkson & Drucker–Changing the Definition of Total Returns to Shareholders (TRS)," Published speech by David R. Beatty, Professor of Strategic Management & Director of Clarkson Centre for Business Ethics, Rotman School of Business, May 22, 2001

The Wall Street Journal, "Citibank Unveils Advertising Campaign," January 15, 2001

Architecture, "Applied Brilliance Special Report," September 2000

The Wall Street Journal, "Putnam Investments Turns to TV With Unusual Pitch to Stand Out," October 22, 1999

The Wall Street Journal, "MasterCard to Allow Certain Banks To Move Its Logo to the Back of Cards," June 28, 1999

The Design Management Institute, "News from the Design Management Institute: Second Opinion, Is ‘Identity’ a Profession?," June 3, 1999

American Banker, "Deciding on Corporate Bank's Identity Poses Dilemma at Brand-Rich Citigroup," December 18, 1998

Brand Marketing, "Progress Developing at Kodak," June 1998

Institutional Investor Magazine, International Edition, "The Rules of the Game," May 1998

Reuters, "USA: Bank Mergers Seen Building Competition For Brands," April 24, 1998

The Wall Street Journal, "Citigroup May Need to Trim Down Glut of Brand Names, Experts Say," April 7, 1998.

©Copyright Maio and Company, Inc., 2001-2002
^SMSoulBrand, SoulBranding, Brand Halo, Brand Lever Models, Principled Brands are service marks of Maio and Company, Inc. All rights reserved, 1997-2002.