What do brands smell like?

WHAT DO BRANDS SMELL LIKE? The power of smell has always made us remember products, places, people and situations that, on many occasions, go back to lived experiences capable of provoke emotions according to that smell and that has influenced a learning process. Like, for example, your mother's perfume when she hugged you, your grandmother's croquettes, the smell of lavender from those summers of youth...

One of the most developed trends in recent years within the neuromarketing It is olfactory marketing since it has been discovered that the power of the sense of smell is the most powerful of all of them, because the smell enters involuntarily, without filters, reaching the brain directly.

If the experience of the smell is satisfactory, that aroma will remain in the memory for a long time since the smells are related to the part of the emotions, sensations and feelings of the brain, that is, the limbic part even going so far as to modify the person's state of mind.

Marketing companies along with neuroscience research have seen in the olfactory marketing a great opportunity to capture the consumer by other means, beyond the conventional ones such as visuals and even increase the souvenir of a product or brand for much longer trying to influence customer behavior.

I don't think I'm the only one who, before buying a shampoo, has uncovered the bottle to know how it smells, right?

Some time ago, a marketing director of a reputable brand of gels and shampoos came up with the brilliant idea of sealing the new hair products that were going to hit the market with the purpose of giving them a touch of exclusiveness and the privilege of being able to launch the product without having any idea that this strategy would cause sales to plummet. What happened? With this strategy, he deprived consumers of the option of smelling the shampoo before buying it.

The same goes for countless products and brands. The smell that the stores give off Stradivarius, the restaurants of Telepizza, the smells of the dealerships, smells that it provokes in most of us, a feeling of pleasant memories, but of course, as the saying goes... coincidences do not exist.

Large companies make an effort and invest in hiring companies specialized in creating fragrances for brands. Pioneering companies like scent marketing created fragrances for Singapore Airlines to aromatize the cabins becoming the most successful airline thanks to olfactory marketing.

Currently, BeAromic is a company for which he creates aromas for world-renowned brands such as bridal shops, car dealerships and even the smell of grass that soccer team souvenirs give off.

And what determines how a brand smells? It will depend on the objective pursued: create a pleasant shopping experience, increase the stay at the point of sale, increase the memory of the buyer... More and more fashion stores, dealers, hotels...

Increasingly, marketing strategies are carried out from the creation of a odotype, that is, an olfactory representation based on its values and philosophy. It would be like the well-known logo in which the graphic representation of the brand is projected on it.

Well, odotypes help increase the level of brand awareness and recognition. According to important studies, an aroma is capable of awakening the deepest feelings and in an increasingly dehumanized world, giving it an emotional, sensory and even sentimental value with the brand, creating an unbreakable bond.

Olfactory marketing is here to stay, since it has all the components to succeed and be successful, such as innovation and differentiation from traditional marketing, it is only about capturing what we want to achieve.

“There are smells that leave aromas of memories”

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