Nice post on BrandTarot about the role of spirituality in brands. Here a small excerpt:

Brand and spirituality are of course in some ways opposed. Brands are mostly indulgent, ego-boosting, superficial. Spirituality is mostly disciplined, ego-sacrificing, about the search for deeper meaning. So how they come together would of course be a creative event, and not an easy mix. People in any field to do with virtue (eg environmentalists) are rightly mistrustful of publicity and the dangers of doing things for appearances (greenwashing).