Please login to the form below

Not currently logged in
Email:
Password:

The esscents of a brand

There's much more to branding than the eye can see, said best-selling author Martin Lindstrom as he sprayed the room at PharmaBrand Europe with the recognisable scent of a Singapore Airlines 747 cabin.

There's much more to branding than the eye can see, said best-selling author Martin Lindstrom as he sprayed the room at PharmaBrand Europe with the recognisable scent of a Singapore Airlines 747 cabin.

"They trademarked that smell," he noted, revealing also that the intriguing odour found inside a new car is a synthetic creation applied to the interior just before a vehicle leaves the factory.

German sports car manufacturer Porsche has trademarked its own 'new Porsche' scent, aiming to give buyers a reassuring sense of quality and performance just by sitting in the driver's seat. For buyers new to the marque, the smell inside a Porsche cabin adds to the holistic experience of discovery; it invites emotion where a buyer may otherwise be thinking solely about price and performance - facts and figures, staid information.

When returning to the car in the showroom, immediately the prospective buyer is transported back to the mesmerising test drive they had the day before. Already the car is familiar and linked inextricably in the mind with pleasure; which is useful as it helps them forget about the price. For established buyers, the trademarked scent is like an old friend with whom they have shared great times; sitting in the cabin of the new model is like shaking hands with an acquaintance whose company they enjoy.

"Smell affects emotion up to 75 per more than any of the other senses," explained Lindstrom of Brand Sense.

19th July 2007

Share

COVID-19 Updates and Daily News

Featured jobs

PMHub

Add my company
Create Health

A healthcare marketing agency that shares your passion for making things better. Our clients with solve real health problems every...

Latest intelligence

The search for treatments for Parkinson’s disease
The research requires resilience but pharma is urged to ‘keep innovating, keep trying’...
Margot Hannah, OPEN Health - A personal perspective of LGBT+ and diversity.
Ditch the Label – it’s just me....
The impact of COVID-19 on clinical trials
As all industry sectors work to assess both the impact and the optimal path forward, the effects are expected to be diverse and long-lasting...

Infographics