Brands on the nose.(odors)(Brief Article)

Of all the senses, smell seems to have been most neglected in marketing except for products that obviously depend on their scent.Yet, after vision, it is the most important sense, and we tend to remember smells long after we have forgotten how something looked.The question is how to use scent in marketing without sending out the wrong message or overpowering the customer with an unpleasant smell. Scent can be quite gender-based; one study found very different results when using vanilla for women and rose maroc for men (successful), than when switching them around (not so successful).A similar rule applies for different cultures.While the Japanese favour apple smells, Hispanics …