But as Draper demonstrates, appealing to the human soul can be done in a meaningful way and yield a dramatic differentiator and competitive edge.

FORBES: Moving People Means Moving Products

If samba is the soul of Rio, its heart is undoubtedly Lapa, a rough-and-tumble district on the edge of downtown that is home to dozens of old-fashioned samba clubs and music-filled bars.

BBC: Searching for the perfect samba beat