Putting fragrance in perspective – The case of the hotels
Rieko ShofuCorporate Design, Hakuhodo Inc., Japan
Marco BevoloNetherlands
David Moskowitz and Howard MoskowitzMoskowitz Jacobs Inc., United States
INTRODUCTION
“Scent branding is also an interesting development. The power of scent is its uncanny ability to forge strong emotional connections and identities. Of all our senses, our sense of smell is the only one hard-wired to the emotional center of the brain. Branding agencies are realizing the potential of scent in the development of sensory identity systems but they need to partner with fragrance houses in order...