A scientific explanation of the role of fragrance in branding
David ThomsonMMR Research Worldwide Ltd, United Kingdom
That fragrance can make a significant contribution to the emotional delivery and functional promise of branded products is surely beyond doubt. Yet, until recently, the scientific basis and nature of this contribution had not been formalised and consequently it is not widely understood.
That brands are in trouble is also beyond contention! In his introduction to Martin Lindstrom's recent book, Brand Sense (Lindstrom, 2005), marketing guru Philip Kotler claimed that ... “most products now come across as interchangeable...