Sense and scent: building emotional bonds through engagement measurement
Robert PassikoffBrand Keys, Inc, United States
Kerry O'ConnorMirror Group Newspapers Limited, United Kingdom
WAKING UP TO SMELL THE PROVERBIAL COFFEE
The Fragrance Industry has recently acknowledged the need to learn to better measure the emotions, insights and expectations of today's “bionic” consumers. Today, these industry targets are more visually and brand literate than ever before. Their values shift months – and sometimes years – ahead of focus group articulations and “trends” too invasive to ignore. These consumers have more gate keeping power than ever before, and more choices than...