Day 32: The Whole Package

Topic: You are what you smell like

Brand Sense by Martin Lindstrom is a book about using science and brain scans to understand what stimulates our senses. This consumer behaviour book looks at what type of advertising and selling techniques actually work. Not often enough do companies focus on their whole package. Even as individuals we don’t brand ourselves very well in the sensory department. I have one friend however whose brand sense is off the chart. When I think of her I think of red hair (Sight) and cinnamon scent (Smell). If you think of yourself, do you have a signature scent and colour? Probably not a conscious one and neither do companies.

Big City Cupcakes is a perfect example of a company that doesn’t do to well. For a company that sells cupcakes their store lacks a solid brand sense. First of all they don’t have an in store kitchen, which means that their store doesn’t smell like freshly baked products, which consumers LOVE, just think of a bakery and the wafting scent of baguettes and croissants. My personal opinion would be for Big City to implement a Madagascan Vanilla scent into their stores because its unique and because its the type of vanilla they use in their cupcakes.

Implement a strong conscious brand sense in your company that sells you as a whole product, because if you don’t you consumers will.

Lots of Little Love

-L

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2 responses to this post.

  1. Posted by Princess Alivia on June 29, 2010 at 5:09 pm

    Hehe nice friend reference

    Reply

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