Creating The Signature Scent
Creating a “signature” scent for a brand’s scent marketing purposes is not much different from translating the persona of a celebrity or the ideas of a designer into a fragrance.
NEW THINKING
Creating a “signature” scent for a brand’s scent marketing purposes is not much different from translating the persona of a celebrity or the ideas of a designer into a fragrance.
Ask anybody to describe something “smelly” and you will find that there are many names for it: Stink, stench, smell, odor, scent, fragrance or (very scientific) olfactive experience. The use of any of those descriptors mainly depends on that person’s liking or disliking of anything scented.
Have you ever been asked which is more powerful, the eye or the ear? Probably not, because the answer is obvious. I’ll bet that deep down inside, you believe the eye is more powerful. Call it “visual chauvinism,” if you like, but it’s a preconception held by many marketing people.
There can be no doubt that the financial benefits of branding campaigns are on a steady decline. As the cost of reaching consumers rises, competition for securing their attention increases likewise.