Brand Sense

Born after 1930 called and artificial odors: (plasticine) Play-Doh, crayons Crayola, Keds (Brand shoes), SweetTarts. From this Hirsch concluded that people Now more than ever before, remember, and artificial odors associated with brands. If you can associate a state of mind with some flavor, it is possible to transfer this feeling of happiness and the good. Hirsch believes that those who do not take into account the existence of such relationships are at risk of falling behind the market. According to the expert in the field of branding Martin Lindstrom, author of Brand Sense, on the strength of the emotional impact on the human sense of smell is ahead of other sensory organs by 75% and is second in importance after the view. Western experts have adopted a force fragrance a few years ago. Today in America and Europe, the smells are used practically everywhere. In 2005, in New York even opened International Research Institute for the Study and Implementation aromamarketing.

Some foreign companies already include odorous substances in your corporate style. The firm can now smell their "brand" odor. In 1990, America was registered the first trademark with a particular flavor. Russian marketers have discovered this "tool" recently, but quickly realized its possibilities. In 2005, Russia had about 5 companies offering services in aromamarketing, today there are over 20. In addition to flavoring the premises and activities, some of them have mastered the production of aroma and souvenirs. What are aromatherapy gifts, for example, perfumed paper and cardboard products.