Branded scents could bring customers closer than ever before
Our sense of smell connects us to memory, nostalgia, hunger and longing. So by unlocking the power of that with branded scents, companies have a chance to get closer to their customers than ever before, argues Paul Findlay.
Scent is so important to shaping how we taste, feel and remember experiences. It is scientifically proven to be a significant factor in altering mood, making people feel better and even increase productivity.
And with the progress of technology and what we know about this powerful sense, it’s time for brands to embrace it wholeheartedly.
Branded scents have been around for years
The science of smell
The sense of smell comes from special cells (called olfactory sensory neurons) high inside the nose, which connect directly to the brain. In essence, smells are directly hardwired to our biology. They can arouse emotions and memories even without us knowing, calling up powerful responses like nostalgia, longing, lust, hunger or fear.
Glad I don’t sell fertiliser … or worse, run a septic pump out biz …
Overheard while walking through : “That reminds me Marge, better call Don the Dunny Dumper Dude”.
Couldn’t agree more David, it’s not always a suitable idea – they would both be very unfortunate wafts 🙂
Nice article … and if individuals actually knew how long this has been happening!
Thanks Tracy, appreciate it. And yes, it’s been wafting right under our noses the whole time.
I can smell KFC from 30kms
Ha! Me too unfortunately.
This is everything wrong with the marketing industry. It is BAT SHIT CRAZY to suggest that encouraging consumption can in any way result in a net positive. Trying to promote things that are bad because they are trying not to be as bad, and therefore result in a positive outcome for society, is something only PR people would try and spin. A QANTAS plane is still bad for the environment irrespective of what kind of F#cking material it uses for the pilot’s uniform. It may be better for it own closed system, social good is based on the net debit or credit created by a company. Being less in debt doesn’t make it better than no debt. Warped logic. Own being part of a material world.