Creating a brand in 4 simple steps (simple, not easy!)

Step 1 is to invent a thing worth making, a story worth telling or a contribution worth talking about.

Step 2 is to design and build it in a way that people will actually benefit from and care about.

Step 3 is the one that gets every brand owner all excited about. This is the step where you tell the story to the right people in the right way.

The last step is the one so often overlooked and ignored: This is the part where you show up, regularly, consistently and generously, year after year, to organize, to lead and to build confidence in the change you are seeking.

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Scent Marketing – the world beyond sight and sound.

 

Wet soil after the first rains. Fresh brewed coffee. Bread baking in the oven. Maa’s chapatis. Freshly bathed babies.


Smells can trigger powerful memories and feelings. And now, marketers are taking advantage of this fact to put their customers in the buying frame of mind. 

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The stale air of a pressurized airline cabin isn’t the best smelling space, as every weary traveler knows. Singapore Airlines recognized this over 30 years ago, and was one of the first to develop a custom scent to spray into their hot towels. The floral and citrus fragrance was so popular that the airline gave it a name: Stefan Floridian Waters.

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Starbucks sells food too. But ever wondered why you can smell only coffee there? That’s by design.

Dark greens and wooden décor, chalkboard menus, soft music, and the scent of fresh coffee permeates each location.

 

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Movie-theatre popcorn never tastes the same at home. It doesn’t matter that they also sell pizza, nachos, and other foods. Their scent brand is fresh popcorn. Movie attendees will see and hear it being made, too, which adds context to the smell.

 

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Artificial scents like baking bread and chocolates are pumped into stores and malls as they are found to have a strong effect on shoppers’ moods.

Happy people make happy shoppers.

 

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A study done by Nike discovered that they could increase the intent to purchase by 84% through the introduction of scent into their stores.

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Cinnabon
strategically selects locations for their stores where scents get trapped so that the smell of their fresh cinnamon rolls can linger.

The Three Biggest Desires of a Consumer

magic lampI was watching a gripping Ted Talk the other day – “My failed mission to find God and what I found instead”. It is by an American of Indian Origin – Anjali Kumar.

She had planned to visit a highly revered Spiritual master and asked people to write in with their innermost desires which she promised to convey to him. She was flooded by mails in which people didn’t ask for loads of money or world peace or even immense power.

The three things people asked for (and in this exact order) were:
1. Health
2. Happiness
3. Love

And what are customers after all if not humans with emotions. Don’t you agree?