There is a clear need to map the markers of charisma, awe, and aim for admiration, elevation and perhaps even brand love, writes Shubhranshu Singh in this week's Storyboard18 Simply Speaking
All brands have image, symbolism, and prestige to some degree, but charisma is quite another matter. When possessed of it, brands ascend to being icons. This is encountered but rarely understood. What is a charismatic brand personality? Is it something exclusive to luxury brands and high involvement categories? Is it possible to possess charisma without evidence? What are the behavioural attributes of charismatic brands?