BrandChannel.com – Branding by the Nose in Brazil by Ana Paula Palombo Terzi

Smell is a 24-hour, seven-days-a-week sense. It is turned on all of the time, both when people are awake and sleeping. But does this olfactory fact present actual, viable and achievable branding opportunities and new areas for the branding industry to explore and benefit from? Absolutely.

Nevertheless, experts also speculate that the time for scent branding has arrived. Sales and marketing efforts no longer close deals—they start relationships. With this paradigm shift, business has become even more of a two-way street relationship, and strong relationships are based on emotional connections—which the human sense of smell is able to deliver like no other sense.

Scent marketing goes beyond creating an olfactive equivalent for a brand; it engages consumers to experience a brand on a deeper level and recall what the brand is offering them. Scent marketing aims to create emotional content and stir these emotions—not just on an olfactory level, but in a multi-sensorial context that exploits the complex inner workings of the human mind that bind physical sensation with emotions, attitudes and perceptions.

Read the full article here: http://www.brandchannel.com/start1.asp?fa_id=453

Leading luxury retailer, Harrods is set to lead the way in multi-sensory experiences by injecting tailored aromas into its stores to improve the buying experience.

A variety of scents have been positioned around Harrods to provoke memories and encourage customers to feel positive about the buying experience.

Coconut oil will feature in the ladies swimwear department, freshly mown grass will be in garden living and pomegranate in the luxury accessories area.

The store guides, customer receipts and entrances three, five and ten are all fragranced with the uplifting aroma of Lime and Basil.

There will also be an opportunity to sample each of the twelve different aromas that are around the store in the Harrods ‘Lifted’ exhibition – the world’s first exhibition to be displayed in elevators.

The logic for the introduction of aroma is a belief that the sense of smell is emotionally powerful, affecting humans up to 75% more than other senses such as sight and sound.

According to smell expert and Brand sense agency MD Simon Harrop, “This is because smell bypasses the rational part of the brain and goes straight to the limbic system, which is the part of the brain that controls behaviour and emotion.

“This means smell has an instantly good or bad effect on our emotional state – which ultimately affects our spending behaviour.”

ref – http://www.utalkmarketing.com

Scent-sational

Infuse your big day with fragrances by renting a scent machine (from $300, scentevents.com). They are discreetly sized and scent an area up to 2,000 square feet with one cartridge.

 For this reason it is critical to consider the environment you intend scenting.  This is why it is preferential to use scent delivery technology that allows you to create zones or pockets of scent which customers can walk in and out of, thus allowing them to engage and re-engage with the scent, thus preventing unwanted Anosmic reactions.

True to the Abercrombie & Fitch brand, ScentAir deployed A & F’s scent signature using ScentAir’s HVAC scent delivery system.

If you visited an Abercrombie store, or more so if you have visited more than one Abercrombie’s store you will notice the mood the fragrance creates (together of course with other visual / auditory cues).

It is useful to note that generally scent is most effective when deployed subtly, however the Abercrombie & Fitch brand demands an extreme in-store experience to remain true to itself.