Iconic Fragrance: the New Brand Identity Differentiation
A straight-forward and most successful example of scent marketing is the irresistible coffee smell in Starbucks. Whenever people pass by, they cannot help but go and enjoy a cup of Starbucks coffee. The popcorn stand in Disneyland would “turn on” the popcorn smell when there is no customers.This will soon create a queue waiting at popcorn stand. Undeniably, the charm of scent is more than what we can imagine.
The specially composed “hot towel” perfume for flight attendants of the Singapore Airlines becomes the airline’s iconic fragrance. Scent, after brand logo and brand music, becomes a new dimension in brand icon.
Indeed, the hotel industry has pioneered the scent branding to bring forth an elegant and relaxed environment to the hotel guests. Scent has become an inseparable part of the brand identity ever since. There are more than 160 Westin hotels and resorts worldwide. Each serves as a serene and distinctive alternative for those who appreciate a higher standard. The addition of a custom developed signature fragrance completes the full sensory approach that Westin takes when greeting their guests. The Westin hotels and Resorts are furnished with a light and refreshing White Tea, bringing the guests to a nostalgic travel journey, easing and tranquil. The Senior Vice President of Westin said, “Scent is the most memorable of the senses. We feel scent is an exciting and important part of the guest experience.” White Tea becomes the iconic fragrance of Westin. It sets the new benchmark for brand building strategy.
Scent branding is the phenonmenon now. A successful iconic fragrance beats expensive media placement. In fact, scent branding should be included in the marketing budget. It creates an extension of the brand experience beyond the visual and sound, connecting with customers in a deeper, sensual and heartfelt way.
At present, in 105 countries, there are over 40,000 deployments of scent delivery systems across a vast of businesses and industries.