Smell as Part of Brand? You bet!
An article in FORBES entitled "What's that Smell?" discusses the importance of smell in creating and maintaining a brand. The article was written by Suzanne Hoppough.
The article states "fragrance is as much a marketing tool these days as logo and a jingle". Alan Hirsch, a researcher in the topic area, is quoted in the article "smell has a greater impact on purchasing than everything else combined".
We learn that a firm ScentAir is in the business of creating these scents for brands and retailers. Their website does have a list of resources, including some peer reviewed articles on scent and marketing. Interesting!
What do you think about scent/fragrance/smell and branding?
Gene A. Wright
posted by Gene A. Wright @ 7:47 AM
5 Comments:
The FORBES article link also takes the reader to a slide show of scents associated to some brands.
I went to the Scentair site and read there scent 101 section. They are obiously pushig that a company will sell more product if there is ascent attached to it. They say that scent is one of the most powerfull senses because it ties directly in with emotion. I would think this is risky tying a scent with a product. How does a company pick the right scent? Most people I know either hate a scent or love it. Can the scent a certain group of people like be found?
Yes, through research.
According to me, from the consumer's perception, the 5 senses need to be tapped and built upon - at the touch point itself.
And what is this touch point? The consumer comes in direct contact with your brand upon the “sight” attributes - the brand should look good - This is limited perception. Extend this to other senses and you get "Sensory Branding". However, for smell sense - If you go to the Ladies Floor in Shoppers' Stop or where there is a distinct smell that comes that makes an effect on her, and attracts her towards the counters. As a result, the women end up spending more time in that area.
Smell as part of brand absolutely! Take Glad brand, a fifty year old brand that continuously evolves their scents around the changing interest of the consumers. New car also have a distinctive smell tat resonates with new car buyers. Some companies have gone so far as creating car fragrances entitled “New Car” scent in an attempt to attract additional consumers. Now take the entire perfume industry, they are the scent of their brand. Polo, Ralph Lauren, Calvin Klein, and even stars such as Brittney Spears and Michael Jordan have extended their identity into scents and branded aftershaves and perfumes.
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