White Papers

Prior to diving into this morning’s work, I went through my normal online routine. I checked and responded to my email,
posted a strongly worded retort in one of my favorite TV forums, and wrote three sentences about how excited I was
for an upcoming festival in a music focused “community.”
Lastly, I participated in a research study from a branded online community that I had been recruited into via email months earlier.

Brand Charisma is the combination of factors that connect people to brands emotionally and garner fierce loyalty and
word of mouth beyond what rational product features and benefits are capable of. In order to reap the benefits of being charismatic, brands must be successful at generating a feeling of commitment to the brand (“I’ll go out of my way to find it”), affinity with the brand (“A brand I feel good associating with”) and a sense of honor for the brand (“It delivers on what it promises”). Because of the strength of their relationships with consumers, charismatic brands experience continued success in the face of product and service parity and economic downturn.
To fully understand and influence brand charisma you need to systematically conduct interlaced qualitative and
quantitative research that tells you the extent to which brands have charisma, why, and what to do about it.