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  Branding by the Nose in Brazil
 
 i'm very interested by this comment that "80 of marketing is visual 
- December 8, 2008
 
 No news, although it's interesting. Fragrances and taste will definitely gain power in brand experiences in the near future. No doubt about that.Why we are so comfortable in using vision and sound for branding purposes?Simple. Branding is all about telling stories. You can tell a story using vision only. You use your eyes for reading and seeing (silent movies, remember?). And you can clearly tell a story using your ears only (think of audiobooks).But try telling a story with fragrance and taste only, and you'll see why sound and vision are so common in branding. 
Per Robert Öhlin, Brand script writer - December 8, 2008
 
 I enjoyed reading this artilce and being reminded that most marketing is focused on sight and sound. However, what is most memorable are those experiences with smell, touch and taste. I recall when I worked for a university, it was very important, and strategic, that we plant flowers that had a memorable fragrance! 
Rex Whisman, Principal, BrandED consultants group - December 8, 2008
 
 It's an interesting article, however, it's still a red herring for most companies marketing their products or services (case in point, the article itself highlights only 10,000 scents can be 'catalogued' by humans).

My own thoughts are this has limited applications to brands where the customer experience is critical, and that this will mostly be focused to service providers (particularly travel 
Seb - December 8, 2008
 
 A very interesting article, Few of my experiences relate to this subject matter. For example, the smell of rain in summer reminds me of certain experiences in childhood, however rain is not a BRAND. But i guess the right scent coupled with a solid marketing mix would add a little more mileage to a brand. 
Sharath, Freelance marketer - December 9, 2008
 
 I really feel there is a lot of potential in this. I think cosmetic firms like Bodyshop an Lush are good examples. Although I have only limited affection for their marketing and branding, I often cannot help but "follow my nose" inside. I would also say that I usually end up leaving with more products than would be effective with visual advertising alone... 
Hannah Johnson - December 9, 2008
 
 Very interesting article, but -- it is my understanding that the trademark laws in Brazil do not allow the registration of scent marks. 
William O'Neill, Attorney, Senniger Powers LLP - December 10, 2008
 
 
     
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