Martin Lindstrom, author of Brand Sense: Build powerful brands through touch, taste, smell, sight, and sound, says that 75 percent of all the emotions we generate every day are due to what we smell—not see. Interestingly he goes on to say that 83 percent of all the commercial communication we’re exposed to every day is crafted to appeal to just our eyes.
“The sense of smell has surprising powers,” claims Lindstrom. “Through our research, we’ve seen that we’re not only able to change consumers’ impression of a brand, we can also change consumers’ perception of time, size and quality.”
Lindstrom says the roots of scent-ual branding stem from more tactical objects, where scent was merely a byproduct.
“We were only able to identify a handful of brands which truly owned an aroma linked to their brand (outside the fragrance-related product categories),” explains Lindstrom. “Play-Doh and Crayola Crayons were hardly aware of the power their aromas represented.”
Leia na integra: http://www.brandchannel.com/start1.asp?fa_id=327
by Vivian Manning-Schaffel
August 14, 2006 issue
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