Thanksgiving Brand, Smells Like a Turkey!

Happy Thanksgiving to all of you in the United States. Right now I am thinking about the sensation that I will experience tomorrow when I smell and taste the savory holiday meal. Thinking about these sensations makes me recall a multi-sensory branding conference that I attended in Berlin a couple of years ago, facilitated by Danish brand guru, Martin Lindstrom.

Martin talked about how most of our branding and marketing efforts focus on what we see and hear. Think collateral materials and radio spots. But what people remember most is what they can smell, taste and touch. A good lesson when we are developing ways to execute our brand strategy. Martin should have a new book out and speaking tour soon so stay tuned!

Wouldn't it be great if our brand had associations that immediately came to mind for everyone, like those we have with Thanksgiving Day? Turkey, dressing, gobble, Pilgrims, Autumn colors, family, tradition, holiday and others.