Sense and scent: building emotional bonds through engagement measurement

Robert Passikoff and Kerry O'Connor

There is a need to better measure the insights and emotional expectations of today's consumers if the fragrance industry is to evolve from a functional to emotional paradigm for building brand identities.

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...

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