I have spent the past couple of days staying at a Westin Hotel on the coast of the Pacific Ocean. The sea breeze and sunshine has made for a pleasant stay. The scent of the hotel lobby, hallways and rooms has provided a multi-sensory brand experience.
Last week I met with a representative from Scent Air, a sensory branding company. During our conversation, we spent time discussing the sensory approach that many in the hospitality field undertake to enhance their brand strategy. Ironically, one of their clients that we talked about was Westin Hotels & Resorts.
Fast forward a week and presto, I am enjoying the on-brand experience of a Westin. As a reminder, most brand and marketing is devoted to what we see and hear. What we smell, taste and touch is more memorable. Let me see how long I remember the Westin scent, and the next time I smell something similar, I anticipate I will recall my stay here in California.
Recruiting and retaining brand champions can often boil down to what smells. Does your organization take a multi-sensory approach to brand building? Or do you limit your marketing like everyone else to what people see?
Go for someone who makes you smile because it takes only a smile to make a dark day seem bright.
Posted by: moncler doudoune | November 23, 2011 at 12:47 AM
Fast forward a week and presto, I am enjoying the on-brand experience of a Westin.
Posted by: burberry outlet | August 03, 2011 at 09:14 PM
Nice topic and post, as we were just talking about what things can happen in the medicine industry.
Posted by: MBT Online | August 02, 2011 at 04:38 AM