Did you know that if you’re abou to buy or rent a house, you’re actually more likely to go for it if when you see it for the first time it smells like apple pie? Has it ever happened to you? According to Martin Lindstrom, author of Brand Sense, the sense of smell influences emotions and mood and can trigger memories of a specific time in our lives. Some scents may evoke happiness, some other sadness, some other energy, tiredness excitement… Well, it seems unlikely that we’ll ever walk into a room and say, “I smell HMW” or “Ann Summers” or “Disney”, but a brand like “Sony” already has its distinguishing and particular ‘brand scent’. So I’m really wondering how long it’ll take before other brands will adopt this new dimension of branding. For example, what would
Apple smell like? Disney? Laura Ashley? It’d be fun creating s contest and see who comes up with the most original answer. It is not matter of only big brands though, as many other business should consider integrating the ‘scent dimension’ to their branding – particularly this time of the year, when everyone is rushing to get Christmas gifts and struggling to be original.
What difference would make smelling a specific scent in relation to a brand to drive consumers’ purchase? And from a consumer’s perspective, what scent would be able to convince you to buy a specific item rather than a non-smelly one? Continue reading