To this day, when companies’ marketing teams worked to develop their olfactory brand, they didn’t take into account a significant chunk of their new customers: digital buyers. Nowadays, it is very important to think about the digital client when creating the olfactory identity.
Emotions that travel in a package, a gift that floats when we open the shipment.
The scented attribute acts as a transmitter of the brand message to its customer. This generates a chain of emotional reactions in the receiver that conditions the perception of the brand.
In this way, the seller aims to value the product, to model how it reaches the customer.
Likewise, the olfactory experience evokes a situation that brings back memories that will transport you to another environment. A series of memories of past situations that will generate a positive association with the brand. Smell acts as an ‘emotional link’ between the customer and the brand to generate strong and lasting bonds over time.
The fragrance of the scented attribute becomes a brand decoder. Each fragrance generates a different perception of the product, of the brand by the customer. The choice of fragrance is now a decisive element in the company’s communication marketing strategy.
