In Brief

Recognizable and natural scents do wonders for business, but what are their ethical ramifications?

Leveraging Scent as a Marketing Tactic

Our sense of smell remains a great way for companies to out perform their competitors, since it is our visual and aural faculties that are typically bombarded. Starbucks’ CEO Howard Schultz eliminated hot foods entirely in Starbucks to protect the smell of coffee at outlets worldwide. Christopher White of the Guardian recently wrote an article where he interviewed experts in “scent marketing”. According to Steven Semoff of Scent Marketing Institute:

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