The document discusses the concept of charisma in brands. It argues that charismatic brands have an emotional magnetism that attracts people and connections with culture. The document analyzed successful brands to identify five qualities of charismatic brands: vitality, connectivity, truth, vision, and depth. These qualities allow charismatic brands to appeal to emotions and be more noticed, chosen, and effective. The document concludes that harnessing charisma through these qualities helps brands transcend reason and that the most charismatic brands will likely be judged most creative at the Cannes Lions Festival.