Keith Wells

The Charisma Index was created to help brands understand their reputation on the issues that matter most to consumers. Providing insights on six dimensions, ethical and directional, that are crucial to brand success in the modern age, the Index is unique in determining brands’ resilience and in defining leadership strategies. The Charisma Index designed and undertook this research study, in partnership with Respondi, to provide brands with a sense of consumer sentiment in such unprecedented times and the potential implications and legacy of how brands are seen to behave in lockdown.