Branding: All My Exs Live In... senses. I know, you were thinking 'Texas'. Well, if they do live in Texas, then it's a good thing that I live in Virginia (dodged that bullet - swish!). In fact, most of my experiences, good and bad, nestle deep in the base of my subconscious until 'something' wakes them up. It could be the ocean air, a certain perfume, the sound of fireworks or a song, the touch, the feel of cotton, or even the taste of burnt pizza. Yup, all of these sensory experiences can bring any memory rushing back to the front of your mind.

So, what does this have to do with branding?

Have you ever smelled french fries and said, "Oh, I could go for McDonald's".

Nokia, the leader in cell phone manufacturing design their phones to touch at least 4 of the 5 senses, and touch some more than others. The design of the phone is perfectly shaped to the contour of the users hand (touch). The interface is designed to be exactly the same in any language, to the point that a Japanese user change his settings to English and know exactly where everything is (sight and touch). Their ringtone is unique and a branded Nokia sound (also used on their web site), so that it is easily recognized worldwide (sound). Their packaging has a branded scent that is emitted into the users brain the moment it is opened (smell). And, I wouldn't put it past them to find something taste-worthy to tie into their brand.

Again, what does this have to do with branding? EVERYTHING!

Branding for the senses takes your brand to another level of memorability. Did you know that the Disney Parks purposely spray the scent of cotton candy in areas where there isn't any? This drives traffic to other areas of the Parks where there is cotton candy! Did you know that the 'new car smell' is a manufactured scent? It's deliberately added because people love it. It is the finishing touch, the icing on the cake, that makes the decision to buy final.

Some stores have a branded scent, or a branded sound when you walk in the door. You don't realize it, but when you hear that sound or smell that smell you will automatically think of that store. Certain hotels hand you warm chocolate chip cookie when you check-in - this is to wake the memories of home, which is how they want to remembered!

So, what does your brand smell like?

tandembranding is a nation-wide branding firm, and we work with marketing directors to make their company famous. We specialize in industries that cater to the customer experience.

For more articles on how branding can make you famous, please visit

Mark Campanale, Brand Expert

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