Quite contrary to the
common belief, verbal and visual brand identities are not the only effective
branding alternatives. Scent is an intrinsic memory trigger. Even those who
claim to be ignorant of olfactory branding are constantly exposed to it and
experience it insentiently.
Scent marketing is
typically used either to fill the space with a targeted smell (ambient
scenting) or as a brand signature (scent branding). Since people sense smell
first and send that information to the very primitive brain centers of emotion
and memory, olfactory branding works well for marketers trying to connect
emotionally with customers. It differentiates your brand and helps customers
remember your brand distinctively. In one of his studies, Martin
Lindstorm, branding’s most original and innovative thinker, analyzed that
Play-Doh’s fragrance was not only easily identified by the young individuals.
Olfactory branding is
the heart of marketing strategy of brands like Abercrombie & Fitch,
Bloomingdale's, Jimmy Choo, Ashley Furniture, Williams-Sonoma, Volvo, Lexus and
Hugo Boss. Although some brands choose to make their scent consistent
throughout their stores around the world, other brands such as hotels and
restaurant chains choose to alter their olfactory campaign per the geographic
location. Yet, some chose to differ – William-Sonoma for one is identified by
it's signature vanilla and clove. Majority of the hotels have been using scent
branding for the better part of the last decade. Just about every hotel chain
has a signature program – Westin Hotels has its signature White Tea fragrance.
St. Regis uses an elegant blend of rose, sweet pea and pipe tobacco. Hotel
Monaco in downtown Baltimore has a soft citrus and green tea, the spiciness of
black pepper and cloves wrapped in musk. Studies have shown that retail and
hospitality sectors experience the most positive results with olfactory
branding. However, products like Play-Doh are well associated with a consistent
odor throughout the world.
ELLE magazine featured
an article titled “Fragrance by Design” where they investigated olfactory
branding within the fashion industry. Like music, fashion shows also use scent
to establish a connection between the brand and audience. Abercrombie and Fitch
was one of the first brands to use olfactory branding as part of their
marketing campaign. Needless to say, no one across the United States and Europe
can miss identifying an A&F store.
From Roosters Men's
Grooming Centers in Northern California to San Diego’s real estate agency Brett
Bastello at Dannecker & Associates, Canadian book publisher Oblonsky
Editions, every possible business is moving to this next big marketing
technique. But it’s not all that glittery. Olfactory Branding comes with it own
set of problems. Some scents could be too dangerous for the population
suffering from asthma or allergies. It could trigger throat closure, burning
eyes, headaches or other discomforting reactions. At times, the smell you chose
can not only distract your customers, but you might also end up losing them if
you chose the wrong scent.
