Whiff!: The Revolution of Scent Communication in the Information Age

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Overview

Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers' emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers.Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S retail marketing trade, so that innovative small and mid-sized...

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Overview

Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers' emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers.Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S retail marketing trade, so that innovative small and mid-sized businesses can share the advantage of the big boys.Yet this is only the beginning stage of the scent revolution. This global wave is changing how branding and marketing experts communicate with their customers at every level across every industry.Whiff! reveals how exciting new scent discoveries are being applied to safety, security, healthcare, navigation, diagnostics, product design, and even on the battlefield. With a comprehensive overview of this global phenomenon, Brumfield and his team offer up a breath-taking whiff of the future.

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Product Details

  • ISBN-13: 9780981746005
  • Publisher: Quimby Press
  • Publication date: 6/20/2008
  • Pages: 334
  • Product dimensions: 6.20 (w) x 9.10 (h) x 1.10 (d)

Meet the Author

C. Russell Brumfield is the founder and CEO of Whiff Solutions, the leading scent marketing and branding strategy firm catering to Fortune 1000 companies. Leading experts in research, technology, and application of non-traditional scent, he and co-author James Goldney are board members of the Scent Marketing Institute. Brumfield has built several multimillion dollar companies and is a popular speaker.

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Customer Reviews

Average Rating 4.5
( 2 )
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Sort by: Showing all of 2 Customer Reviews
  • Anonymous

    Posted September 12, 2008

    The planet of scent communication? Beam me up Scotty

    Scent branding, aroma marketing? It sounds like a review for a new animal planet program or a sci-fi channel mini-series. Or maybe just a nifty new Bath and Body Works advertisement. The last is closest to the truth but it is only a whiff of the potential uses of our sense of smell. Scent is a cutting edge marketing technology being used today to enhance and influence the shopping experience of the modern consumer in every industry from retail to hospitality and beyond. This book is a must read for anyone involved in marketing, advertising, branding, communications or even the geek interested in cutting-edge, out of the box ideas.

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  • Anonymous

    Posted September 10, 2008

    An Eye-Opener for Consumers and Sellers

    I've always been aware that certain smells seem to trigger unexpected emotional responses, but I didn't have a clue as to just how closely scent and memory are linked in all of us (it turns out that I'm not the only one who gets melancholy over a whiff of Play-Doh), let alone how this phenomenon impacts day-to-day decisions. This book lays out the psychology of scent so seamlessly that you might not realize how much information you're absorbing until the next time you walk into a department store or food court or automobile dealership and it hits you that your sudden impulse to buy that new purse or cinnamon bun or 'new car'-scented convertible wasn't actually impulsive at all, but a conditioned response to a carefully engineered stimulus. The applications and statistics discussed make it clear why 'endorphin branding' might be considered controversial--it's almost too effective a marketing technique to be considered 'fair' by businesses which aren't yet utilizing it.

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