Fragrance is a driver of experience because it is able to build brand association as well as a sense of familiarity.
When asked about his views on the scene, Terry Jacobson, founder of scent consultancy All Sense said that the physical brick and mortar space should become less about the transaction and more about the experience. This was during a recent conversation with Marketing, where Jacobson shared his experience with creating custom scents for brands such as Universal Studio Singapore’s Halloween Horror Night event, as well as ION Orchard. The sense of smell, Jacobson added, is something which is not only personal, but also a powerful driver of physical space. This is because fragrance is able to create some sort of emotion; scent is able to create experiences which are personalised.
Source: If your brand could have a scent, what would it be? | Marketing Interactive
