Multi-Sensory Branding Smells

 

You know I am a big fan of multi-sensory branding, especially the strategies advocated by my good friend Martin Lindstrom. Many of us know that most organizations focus their brand development efforts on communications tools that we can see and hear. But, what we smell, taste and touch are more memorable. Anything we can do with those last three senses that aligns with our brand platform will probably enhance our brand.

However, I am not sure about the new multi-sensory brand strategy developed by Burger King. Apparently BK just launched a new men's body spray called Flame. It is described by the company as "the scent of seduction with a hint of flame-broiled meat.' Whether that is true or not, I don't think body spray is what most people associate with Burger King. I have been a fan of many of BK's non-traditional tactics, but this might be too much of a stretch. Is BK really going to recruit and retain brand champions via body spray?

What do you think?

Comments

[air jordan shoes]

Yeah. I agree. But I hate him at first.

[Jimmy Thomas K]

Dear Rex

Thanks for replying to my post.

I have grest passion for learning about branding and its diff. techniques. Stumbling upon your blog was part of it.

jimmy

[Rex Whisman]

Jimmy,

Thanks for weighing in with your comments. You make some great points!

[Jimmy Thomas K]

Dear all

I feel that branding is all about developing sensory cues to retrieve the brand when ever and where eever possible.If what i have told you is true then the body scent that somebody uses every day at least a couple of times is a good stuff to keep the brand play in the prospects mind alive every day. Well burger king too is an every day affair.
The scent offcourse sounds far fetched but who full knows the mysterious mechanics of the mind.Maybe this will do them good or worse. Branding is a trial and error to some extent especially in cases where you go unorthodox.Who knows Burgerking is going sweep off the market thru an unexpected Tsunami that the new strategy would unleash.