Great brands tap into all five senses—sound, sight, touch, taste and smell—to create an emotional connection with
their market.
The major sense that is least used and the hardest to leverage is smell. But yesterday my wife noticed a brand that has done an excellent job at it. Babies”R”Us is now placing scent on their gift cards.
What a great idea. It makes women’s pocketbooks smell great and triggers a memory connection that keeps the brand in the forefront of the mind. In my wife’s mind, Babies”R”Us will be bookmarked for years to come as the innovator of this idea.
Innovative ideas win “shelf life” in the mind, and increased margins follow.
