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…
