A New Sense for Branding

By Matthew Schwartz in briefsNews on July 3, 2008

“Endorphin branding.” That’s how C. Russell Brumfield characterizes scent marketing, which is starting to proliferate due to technologies that can embed scents in consumer products large and small. Brumfield, chairman of WHIFF Solutions and author of “WHIFF - The Revolution of Scent Communication in the Information Age,” was a keynote speaker at this week’s Scent World Conference in New York. AdAge.com spoke to him about where scent marketing is headed.

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Matthew Schwartz is Senior Editor of ScribeMedia.org and host of the WebTV series, From Print to Digital.

Discussion

One comment for “A New Sense for Branding”

  1. We call persuading the responder with scent olfactory in the Academeic disection of communication. Interesting.

    Posted by larry schwartz | July 3, 2008, 1:05 pm

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