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Branding smells

All of a sudden, there is a rush to secure a copyright on any distinct smell from our daily lives, and exclusively use it in conjunction with a branded product or a service. Like the smell of bread in a hot oven at the bakery to be used by a sandwich maker, or the smell of Gouda cheese and the notorious whiff of dirty socks, to be exclusively used by a shoe maker.
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Now just wait for the exclusive and powerful smell of a bank, where every branch smells the same. Perhaps the smell of a fish store, or a realty office with a smell of a rose-garden, with soft music all aimed to hypnotize the customer. What about the smell of a hotel? Should it smell like an airport or the last diesel taxi? The desperate hours of the desperate branding are already here. You......

Full article >>> to sell it as an expensive branded perfume or cologne. But now, for branding to rush after the generic smells from the public domain and claim them exclusive for their product lines, is a short lived gimmick of a tricky branding attempt by the feeble few marketers and their nasal clogged minds.

Any brand can develop an original fragrance and use it just like the fashion brands have alrea......

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Source:wistechnology.com By Naseem Javed 11/07/05


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