Could you recognize the unique smell of Crayola, or Play-Doh? From automobiles and airlines to hotels and consumer products, scent is being used to engage and persuade consumers. It rounds out the typical verbal and visual experience.
Most companies see brand building as a process of addition, where every touch point adds to the overall experience. Yet, branding is not based on the process of addition. It’s based on multiplication.
The human brain organizes much of our experience, knowledge and thinking into stories. As we all know, rivalry makes for a great story; leveraging exclusionary positioning and providing an antagonist can add to an existing identity.
The days of advertising led brands are dead. A shift from monologue to dialogue has occurred. No longer can a company say one thing and do another. People want brands they can trust.
Transforming otherwise identical offerings into an experience, ritual can add a unique benefit by offering non-feature differentiation.