By interacting with all the senses, marketers can create more holistic experiences.

PSFK recently wrote about scent marketing and how it can lead to concrete goals like having in-store customers linger for a longer time, creating a branded destination, or even bolstering loyalty. We caught up with Dawn Goldworm, who founded 12.29, a scent branding agency focusing on various public spaces (e.g. nightclubs, hotels, runway shows) to capture top-line thoughts on the field of olfactive branding and how scent has the power to trigger memory and emotions simultaneously.

Tell us about your background and how you were trained in olfactive science.

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