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The Hustle Daily Show
The scent and sound of 21st century marketing
Nov 1, 2023
Brands are using scent as a marketing tool, but will it work? The hosts discuss the power of scent and sound in marketing, including custom fragrances and sonic logos. They express skepticism towards the effectiveness of scent marketing and explore the challenges of capturing people's attention.
12:37
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Quick takeaways
- Brands are exploring the power of scent to create unique associations with their brand, but implementing it effectively in a digital world poses challenges.
- Sound-based marketing, like sonic logos, can enhance brand recognition when executed consistently and in line with the brand's identity, but many companies struggle with achieving this consistency resulting in low recognition rates.
Deep dives
The Power of Scent: Brands' Experimentation
Many brands are exploring the power of scent as a marketing tool, aiming to create scents that resonate with customers and evoke positive associations. While scent is known to have a strong impact on memory and emotions, implementing it effectively poses challenges. Companies such as Mastercard have commissioned custom fragrances for their experience centers, aiming to create a unique scent tied to their brand. However, skeptics question the practicality and desirability of associating scents with certain products or brands, and how these scents can be experienced in a digital world.
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