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Whiff The Revolution of Scent Communication in the Information Age ReviewI've always considered smell the most evocative of senses, the one most likely to trigger a visceral, emotional reaction or specific memory. Whiff! explains the reasons for this, and goes on to demonstrate by example and suggestion why scent, the original communications medium, can be the most powerful "new" form of communication in the 21st century -- not only for business and marketing, but other civic and social applications. Just when you think Brumfield is going off the deep end with his suggestions and prophesies for the application of scent, he startles you with a real-world example that shows his imaginings are merely the evolution of trends already in place.The frequent citations in the book keep it from being a breezy read, but they add credibility to the overall case Brumfield et. al. build in predicting a surge in scent-based communications applications and vehicles.
I met Brumfield prior to the publication of the book when he spoke as one of three panelists discussing non-visual branding; as a result, I struck up an acqaintance and, later, engaged him in a business relationship. Brumfield's passion for his topic is sincere and deeply-held.
His book goes well beyond the branding uses for scent, but anyone interested in scent as a marketing and branding mechanism will be fascinated and better formed for having read Whiff!
Rich RoherWhiff The Revolution of Scent Communication in the Information Age OverviewSecretly, 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 and a plan of how to get in the game. Exciting Revelations from Whiff!
How Endorphin Branding can trigger a patterned, physiological, feel-good response in the consumer.
Research showing an almost doubling of retail sales receipts.
Embedded scent marketing triggers used to spark sales of tread-worn tires, brake pads, fan belts, batteries, and appliances.
Combating the global trillion-dollar counterfeit trade with scent.
Fashion s big future in scented intelligent and emotional clothing.
Life-saving scents that eradicate the killer Superbug MRSA and other deadly infectious microbes.
Scent alarm warning systems to alert the public of impending tsunamis, earthquakes, terrorist attacks, and school shootings.
Battlefield scents for combat, communication, training, and non-lethal Stench Bombs.
A CIA initiative is becoming a Big Brother reality as the U.S. spends millions on an ominous plan to gather and store the unique signature scent of humans.
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