Extraordinary Experience #6: Does your brand stink?
@font-face { font-family: "Calibri"; }@font-face { font-family: "Cambria"; }p.MsoNormal, li.MsoNormal, div.MsoNormal { margin: 0in 0in 10pt; font-size: 12pt; font-family: "Times New Roman"; }a:link, span.MsoHyperlink { color: blue; text-decoration: underline; }a:visited, span.MsoHyperlinkFollowed { color: purple; text-decoration: underline; }div.Section1 { page: Section1; } You know what your brand colors are, do you know your brand scent?
We have seen a flurry of innovations coming after flat screens entered the marketplace. When 3D television launched, my internal dialog (we all have one) was saying 'who in the world would buy into that idea'? Then a friend came over, someone I respect deeply, and told me all about his new 3D television. He had me considering it ' and thinking at least it would keep those goofy glasses to the privacy of one's home. Surprised? Yes. Amused? Maybe. Wondering? Always. What does this mean for scent? Here's a pattern you've probably noticed. 3D movies take off, now we have more 3D content. Enter 3D television and consumers have something to consume at home in 3D, other than a McDonald's BigMac. With all the screen technology innovations, where next? And will we see a pattern? Will we see more scented movies, then scented television? The technology exists in a couple forms, and made waves back in 2007 with <a href="http://www.switched.com/2007/09/12/movies-with-scent-coming-to-a-theater-near-you/"'Willy Wonka.' But, it seems to have become stuck in the stink. Well, if FUSE and Tracy Pepe have any influence, we will see our world getting scented up soon. Tracy has been given the charge to design a scent for the FUSE conference, while she speaks at the conference. A unique FUSE scent, amazing in my view. Will we call this the smell of innovation? And, what does innovation smell like, for that matter? What does design smell like: a freshly carved No.2 pencil? I believe we will find out in April. My interest in scent goes far back and continues to grow as I learn more and as we design more experiences for clients. I spoke on the importance of designing to the senses in 2009. Let me tell you, after stuffing 1000 envelops with the banana-scented invitations, my staff were ready to kill me, with a banana. My understanding of the science of smelling has now expanded exponentially following my recent conversation with Tracy. Here are five things I learned. Tell me if you are already familiar with these factoids. One: P&G is aware of certain product categories that are only purchased on scent. Two: Disney has been scenting their parks for more than 20 years. And no, it's not the hallmark smell of teen angst. Three: Scent is connected to the limbic system in our brain, which is directly linked with emotion, behavior and long-term memory. As brand and design people we love to reach those consumer parts.
Four: Similar to music, smells have top, middle and base notes; each has a purpose and contributes emotionally to the experience someone has. Music to my nose.
Five: Scent is coming to MoMA along with Parsons and Coty in March, to explore this new area in the design of experiences. This should be an interesting event. These are just a handful of items you will learn from Tracy Pepe if you attend her event at FUSE. If you are curious like me and have a nose on your face, this will be a good one to attend. Now, to my extraordinary moment, because I know you're wondering how I'll tie this one. We (brand owners) spend so many creative, financial, and planetary resources to get people to remember our brands. Right? And, what sense ties closest to long-term memory? Scent. What is the scent of your brand? That's right, I'm asking you to tell me what your brand smells like. Be prepared with a good answer because Tracy will ask you as well.
One complimentary copy of our Logo and Packaging Design books to the most creative answer posted.
See Books Here.Aaron Keller
Managing Principal, Capsule
akeller@capsule.us