The Power of Scent in Branding and Emotional Connection

Dawn Goldworm, the founder of an olfactive branding company, explains the impact of scent on our understanding of our environment and our emotional connection to brands. She creates unique signature scents for brands based on their visual identity and desired emotional impact. For example, she designed a scent for Cadillac by combining the smell of their specific type of leather with notes of juicy berries and coffee to convey a sense of modernity and addiction. Smell has the power to manipulate and influence our emotions subtly, but it does not work if there is no pre-existing affinity for the brand. Goldworm believes that harnessing the power of smell can make the world a more beautiful place.