The Homa Files

Excerpted from Brandchannel, “Branding by the Nose in Brazil,” By Ana Paula Palombo Terzi

* * * * *

An estimated 80% of brand communication is auditory or visual.  As competition for brand awareness intensifies and the battle for consumer attention becomes increasingly competitive, marketers in Brazil are developing strategies that appeal to another, just as powerful human sense: the sense of smell …

Branding experts have learned to tap into the powerful emotions triggered by the sense of smell…No other sense can revive experiences and recollections so vividly as the sense of smell…But does this olfactory fact present actual, viable and achievable branding opportunities and new areas for the branding industry to explore and benefit from? Absolutely…

Scent branding…is an important and growing marketing segment, particularly in Brazil—a nation and culture known for its sensuality. Scent branding highlights smell as an emotional cue that induces positive behavior, accentuates brand attributes and generates recall—that subconscious action sought by every ambitious brand strategy…

Brazilian brands are now creating their olfactive logo, a scent signature which helps generate brand recall…A wide variety of businesses have been adopting olfactive logos…Brazilian baked goods brand Bauducco also strategized with olfactive marketing to appeal to a younger demographic in Brazil. A chocolate fragrance was diffused into movie theaters at the same time they ran a preview commercial for its signature product, the panettone. The campaign was a success.

Part evidence, part theory and part science, scent marketing demonstrates that the category can be an important component for brand communication and can positively and dramatically impact sales, even though it is still hard to measure a direct correlation with return on investment…

Scent marketing…engages consumers to experience a brand on a deeper level and recall what the brand is offering them. Scent marketing aims to create emotional content and stir these emotions…in a multi-sensorial context that exploits the complex inner workings of the human mind that bind physical sensation with emotions, attitudes and perceptions.

It is not surprising that strategies that capitalize on the full spectrum of human sensuality are finding industry support, and branding success, in Brazil.

Edit by SAC

* * * * *

Full Article:
http://www.brandchannel.com/features_effect.asp?pf_id=453#more

* * * * *

Want more from the Homa Files?
Click link => The Homa Files Blog

This entry was posted on January 30, 2009 at 7:00 am and is filed under Mktg - Brands, Uncategorized. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.