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Brand Distinction Through Fragrance

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Chocolate-chip cookies.  Fresh cut grass. Burnt charcoal.  Three very different scents but all very common, nonetheless.  They evoke a memory a memory of some kind, don’t they?  Maybe mom’s baking on a cold snowy day? Or, an afternoon as a child playing outside during the first warm days of spring?  How about  last July on the back patio with the family eating hotdogs and burgers?  Our sense of smell is very much tied to our emotions and our memories, more so than any other sense.

For this reason, marketers are learning that this touch-point is certainly not one to leave un-tapped.  Retailers like Abercrombie & Fitch have been known for their signature scent since the early 2000s.  It wasn’t uncommon to walk into a store and see sales associates walking around with a bottle of cologne spritzing the air and the piles of shirts folded on the tables.  With the advancements in technology came more efficient ways to disperse scents.  Companies like AirQ are offering a variety of adjectives to choose from to classify your company which can then be tied  to different fragrances.  Hotels are investing in branded scents to leave a uniform impression across various locations.  Even car dealerships are utilizing this technology.  With 2015 just around the corner, consider adding a scent to accompany your company’s branding.

 
Marketing 2020
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