The Smell of Success: Why a Multi-sensory Experience Is The Future of Branding

In the current digital age, we’re so bombarded with regular commercial and branded messages that it’s become almost ingrained in the fabric of our day-to-day. To the point where it’s often difficult to distinguish between marketing and normal life. This poses a difficult task for businesses trying to create tangible advertisements that permeate the mind of the customer. People are looking for more of an experience as opposed to a simple transaction, which means marketing/branding cannot always simply rely on two-dimensional words or images. One way to make brands more captivating is to engage consumers’ feelings/emotions by stimulating multiple senses, sometimes at once. When businesses utilise all the senses it allows consumers to create and sustain an intimate relationship with a brand without even realising it. Here are some examples of three of the most powerful senses that are predominantly used in multi-sensory branding solutions.

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