Future sense: defining brands through scent
Stephen BellColey Porter Bell
We all know that the future of brand communications is going to be multidimensional. The catchphrase 'sensory branding' is coined by marketers for the concept of any form of communication between a brand and its consumers that involves the senses. While currently being uttered in confident tones across boardrooms worldwide, it seems almost like yesterday's news before the challenge has been met.
A growing number of companies are recognising there is potential in stimulating senses other than the visual for effectively connecting brands with consumers. The research by Millward...