The Big Think: Dollars and Sense–Scent as a Powerful Brand Hallmark
It's very simple...and very complex. Our sense of smell is amazing. One sniff of a certain scent and we are quickly transported on a magical journey to our youth and Grandma's kitchen. It's almost impossible to resist these feelings and emotions. A new car smell, perfume, baking bread and so many other invisible triggers conger memories that have been lost over time and instantly emerge.
Simply put. Scent has the highest link to memory than the other 4 senses. Olfaction and memory!!
In fact, scent has even been a useful modality in patients with Alzheimer's Disease! Pleasant aromas have been used to calm these patients when they are agitated. Perhaps taking them back in memory to a more peaceful time.
But for those of you who insist, Olfaction is the sensory modality that is physically closest to the limbic system, of which the hippocampus and amygdala are a part, and which is responsible for emotions and memory. So, there is a wealth of science to support this concept.
But let's think about the marketing implications of scent beyond the obvious concepts of food and cosmetics. Hummm. Or should I say sniffffff.
So, how does your brand smell. And for that matter, how does it taste, feel and sound. Interesting stuff for a brand-building workshop!!!