What are you doing to make your brand message stick in the minds of your customers?
Maybe you will be adding a scent to your brand message soon.
Scents can invoke immediate emotional responses.
Scents can be attached to ideas, feeling, emotions, so why not brands.
Two innovative girls have started a company to design custom scents for retail, corporate environments, public spaces, special events, and private homes.
“Scents could be associated with a destination or experience and be used to trigger strong emotional responses with your customers” says Samantha Goldworm of 1229-scent.com
Smells are immediately processed by the brain, and invoke association to memories, emotions, and past feelings. When a smell is associated with pleasure, then that state of pleasure is immediately
recalled.
Their company is called 1229-scent.com and they are using a technique called “olfactive branding.”
What is olfactive branding?
In the article http://en.wikipedia.org/wiki/Perfume#Composing_perfumes the wikipedia suggests that purpose of using perfumed product is to entice someone to buy something.
“Perfume compositions are an important part of many industries ranging from the luxury goods sectors, food services industries, to manufacturers of various household chemicals. The purpose of
using perfume or fragrance compositions in these industries is to affect customers through their sense of smell and entice them into purchasing the perfume or perfumed product.
As such there is significant interest in producing a perfume formulation that people will find aesthetically pleasing.”
This is done by mixing “Olfactive families” really groups of different scents that have been combined over time to become the primary base scents used to make your favorite modern day
perfume or cologne.
These families are grouped into a taxonamy of scents like:
Floral, Chypre, Fougere, Leather, Woody, Orientals, Citrus
When mixed together in the right formula – they can form something as unique as a signature that can be immediately recognized and can even stamped or “branded” into a customers memory – like an aroma stamp or invisible logo that can be attached to feelings about a brand, product, service or destination.
The ladies at 1229-scent.com have not only imagined it, but they have the fashion world taking notice – as a recent fashion show has been “scented” according to an article in Vogue called
“scenting the shows” at http://www.vogue.com/voguedaily/2010/02/scenting-the-shows/
What are you doing to make your brand message stick in the minds of your customers?
Maybe you will be adding a scent to your brand message soon.
I wonder how long it will be before the Smell of Warm Apple Cider and Cinneman make me think of my laptop and iphone?
I am sure that we will be hearing a lot more about 1229-scent.com
More Links:
Scentsational – 12:29’s Dawn and Samantha Goldworm –
http://www.asmallworld.net/posts/2316293
Miami Basel 2009: 6 Things You Need to Know About The Scene This Year (PHOTOS)
look in section 3. Fashion Holds Strong
12.29’s Dawn and Samantha Goldworm, who created a custom scent for Design Miami.
http://www.huffingtonpost.com/sabine-heller/miami-basel-2009-6-things_b_382243.html
G.
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