Brand Sense 4

When you pass by a Cafe Coffee Day or Starbucks outlet, what do you sense? It is the rich aroma of exotic coffee from best coffee plantations in the world. Do you know why these outlets make effort to stimulate your olfactory glands?

The answer lies in the fact that marketers attempt to connect their brands to one of your senses. Here, it is the sense of smell. You actually get attracted towards the smell of coffee you sense in and around these outlets. You start associating the pleasent smell with the brand. As such,marketers make an attempt to connect to consumers' sense of smell.

I came across a book called Brand Sense which said that in Europe, the owners of bakeries have put in efforts to install veinlets in malls, etc., wherein they take hold of consumers' touchpoint by exposing them to enticing smell of their confectionery products. It may sound hilarious, but the effort to reach consumers' contact point is immense.

So, sense of smell is as important as any other sense. Marketers are smart enough to use it wherever necessary.