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Soul Branding: How To Do It

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Jeffrey F Durgee, Associate Professor of Marketing, Lally School of Management and Technology, Rensselaer Polytechnic Institute


Good for the heart and soul. "People do." "A diamond is forever." To you, these are slogans from Quaker Oats, Chevron, and DeBeers Diamonds. To Jeffrey Durgee, they are examples of soul branding. Soul branding is not a new phenomenon, but it is one that




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