Trendwrap: Sensory Branding

5.03.06 - Sensory Branding
From brand extensions to branded brands, companies are constantly finding ways to enhance their brand, but most importantly, how to make theirs more memorable. Brandchannel writes, author Martin Lindstrom predicts that the world of marketing is about to witness "seismic shifts" in the way in which consumers perceive brands, analogous to "moving from black and white television...with mono sound to high-definition color screens installed with surround sound." Lindstrom argues in Brand Sense that "the revolution will come about, as businesses look beyond their traditional palette to include as many sensory cues as possible in their marketing and product development."

One way companies have taken a step in this direction is by enhancing consumers' aromatic experiences while experiencing the brand. "The concept of scent as a contributor to brand loyalty has some root in science. Smell is processed by the same portion of our brain as memory and emotions," says Theresa Molar, executive director of the Fragrance Foundation in New York. "Scent can affect moods and create metal associations."

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