Scent marketing: The sweet smell of (brand) success

With more brands applying multi-sensory strategies, marketers are leveraging our sense of smell to tap into memories and aspirations. But there’s much more to scent branding than simply perfuming a physical space.

by Surekha Ragavan
The familiar smell of a hotel room is very much intentional and part of a complex marketing strategy. (Shutterstock)
The familiar smell of a hotel room is very much intentional and part of a complex marketing strategy. (Shutterstock)

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