Strong Brands Make Scents

“Memories, imagination, old sentiments, and associations are more readily reached through the sense of smell than through any other channel.” – Oliver Wendell Holmes

What do airlines, hotels, and high-end dealerships all have in common? They each harbor a distinct scent that elicits an emotional state in consumers, typically evoking feelings of well-being and calmness. It should come as no surprise that these feelings generally lead to increased levels of satisfaction and loyalty.

The human nose is equipped with 10 million individual smell captors linked directly to the brain’s limbic system, making scent the most emotionally powerful human sense.

Today, more than ever before, dominant brands are using the power of scent to create a lasting connection between consumers and the company. Whether walking into the lobby of the Westin in Singapore or at the Metro-Detroit airport your nose is instantly welcomed by the Westin’s signature relaxing White Tea aroma. Or take a flight on Delta Airlines anywhere in the world and experience Delta’s calming lavender and chamomile fragrance. These are just two examples of companies that have identified the tremendous amount of value in scent-marketing.

In today’s highly competitive economy, every company looking for competitive advantage should explore the use of olfactory marketing. Scent-marketing has quickly grown into an estimated $300 million worldwide industry, and with companies like Ambius and The Magic Scent helping businesses create a unique aroma, it has never been easier to implement a unique and powerful scent to fuel your business. Which begs the question: what does your brand smell like?

To help clients clearly identify all of the dimensions of their brands, STAP conducts “Brandstorming Sessions,” using a myriad of research tools and excercises. One of the exercises STAP employs with teams is titled Five Senses, which is a peak into the scent of your brand. If you would like your brand to make scents, we would love to talk with you.

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