In a third and final entry about scent branding, also called “aroma branding” or “olfactory branding”… 
You can build brand loyalty with fragrance, but you can’t just slap a scent to a product:
–Match the scent with the product, customers
–Base it on values, positioning, and personality of brand
–Fit into the environment; smell authentic. Ex: Landor works with P&G and helps them to decide on a fragrance for a detergent from a branding standpoint. Is the fragrance right according to the positioning of the detergent?”
–Is it a masculine or a feminine brand? This distinction can lead to different fragrances. A masculine character…
They say the nose knows. And some corporations are starting to get a whiff of the power of scent branding when it comes to their brand strategy.
A relatively new approach within the realm of experiential branding, some companies have wielded the power of scent branding for a long time. The fashion industry has used scent as a brand identifier. Victoria’s Secret has long used fragrance as part of the sensory environment in their stores. Others:
Johnson & Johnson: Recognizable as the clean baby smell because of its baby lotion and baby powder.
Crayola Crayons: Offers a nostalgic trip back to childhood. Unconvinced?…
Sometime in 1968, I was standing on a chair at a table spooning out heaps of chocolate powder from a large tin container of Nestle’s QUICK into my glass of milk, making a big mess. Suddenly, on the radio, a Beatles song began playing: “Help…I need somebody, help….not just anybody, help…you know I need someone…help…” and then the melodic part: “When I was younger so much younger than today…”
Now in my adult life, every single time I hear that song, whether in the car, in the mall, or at a party…I smell the distinct scent of that luscious dry Nestle’s…
How do you think about the consumption situation when thinking about a service? Fuzzy categories.
As I mentioned last time, when you think about the concept of college attendance, you have, as a marketer, expectations about the category and its boundaries, but the experience encompasses many aspects of life. A service brand–even more so than a product brand–probably can’t 
“own” any one word when you’re talking about an experience. Virginia Tech’s spokesman Larry Hincker said, “The brand doesn’t come from the words you see. The brand comes from your experiences…”
You’ve got a kind of metaphysical complexity working here, and you’ve also…
Lately it seems that “green” has become THE marketer’s buzzword. With all of the hype surrounding “going green” it can be difficult to tell who is truly taking the right steps to protect and renew the environment and who is simply “greenwashing” their consumers.
There are loads of ways that companies can help the environment:
The important thing to remember is that just because a companies marketing suggests that it is a “green” company/product doesn’t necessarily mean it’s…
