Scent of a brand

Mark Davis

This article argues that the capacity of smell to bypass the logical brain makes smell a great potential tool for marketers.

Scent of a brand

Mark Davisme&dave

We all know that smell can affect our feelings, whether it's a loved one's favourite perfume, the aroma of fresh-baked bread in the supermarket, or a candle in a spa. Smell is how we perceive whether our environment is beneficial or dangerous, which means our receptors produce an immediate, instinctive reaction to scents of any kind.

"With all of the other senses, you think before you respond, but with scent, your brain responds before you think," Pam Scholder Ellen, a Georgia State University marketing professor, told the New York Times. This...

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