A Charismatic Brand is any product, service or organisation for which people believe there's no substitute (Neumeier 2006)
Being a compelling brand can save a huge amount of money as the company management don't need to invest into attracting customers because they are already attracted by the brand charisma. Charismatic brands also generate trust and loyalty as a positive reaction on their appeal. The question is how to achieve and develop charismatic brand and how much money should be spend on it?
Charismatic Brands can be referred as to Lovemarks - a recently introduced concept and gaining its popularity with increasing speed. It was developed by Saatchi&Saatchi, a global advertising agency. They call this notion 'the future beyond brand' or 'loyalty beyond reason'.
Being a compelling brand can save a huge amount of money as the company management don't need to invest into attracting customers because they are already attracted by the brand charisma. Charismatic brands also generate trust and loyalty as a positive reaction on their appeal. The question is how to achieve and develop charismatic brand and how much money should be spend on it?
- Sometimes it may refer to the founder's personality which is transmitted to the brand itself
- Most charismatic brands are reaching their clients through significant emotional involvement, therefore emotional but not rational aspect is another criteria for such a brand. Neumeier (2006) names such emotional benchmark as a 'dedication to aesthetics' in its book The Brand Gap
- Clear competitive stance (Neumeier 2006) is a crucial element for a charismatic brand in order to be recognised and unique in the mind of consumer
- Providing a sense of rectitude (Neumeier 2006) is important for a brand in order to become appealing and gain valuable trust of consumers
- There should be a solid alignment of brand ideas to make the core idea of a brand memorable and visible
Charismatic Brands can be referred as to Lovemarks - a recently introduced concept and gaining its popularity with increasing speed. It was developed by Saatchi&Saatchi, a global advertising agency. They call this notion 'the future beyond brand' or 'loyalty beyond reason'.
'Lovemarks are not owned by manufacturers, the producers, the businesses. They are owned by people who love them' (Roberts, 2006).
'Lovemarks are personal. And they can be anything - a person, a car, a country, an organisation. Lovemarks are charismatic brands that people love and fiercely protect. You know them instantly' (Roberts, 2006).
The term groups up all successful brand names by assessing them on Love and Respect gradation. Based on such position 4 groups of brand categories are formed: Products, Brands, Fads, and Lovemarks.
Saatchi & Saatchi (2011) believe that the most valuable group of Lovemarks is infused with three intangible yet very critical ingredients: Mystery, Intimacy and Sensuality.
Reference:
Ehret, J (2011) Being a Charismatic Brand. The Marketing Blog [online] Retrieved from http://themarketingspot.com/2011/05/charismatic-brands.html, [accessed on 22/09/2011]
Howard, B (2009) Chaotic vs. Charismatic. Matchblog [online] Retrieved from http://matchstic.com/blog/2009/10/3659/, [accessed on 22/09/2011]
Roberts, K (2006) Lovemarks. The Future Beyond Brands. Saatchi & Saatchi Designer Edition, Brooklyn, NY, Powerhouse
Saatchi & Saatchi (2011) About Lovemarks. Lovemarks [online] Retrieved from http://www.lovemarks.com/index.php?pageID=20020, [accessed on 22/09/2011]
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