Explore the frontier of scent branding, where fragrance has evolved from luxury's exclusive domain into an essential component of brand strategy. This sensory dimension of branding creates powerful memory associations that visual elements alone cannot—explaining why hospitality giants, retailers, and museums are investing in fragrance. The panel will examine how neurological responses to fragrance create persistent brand impressions, using the example of the Museum of Pop Culture’s signature scent developed by Generation.
Speakers
Key Takeaways
- Understanding how scent bypasses cognitive filters to create stronger, more persistent brand memories than visual or auditory stimuli alone
- Practical frameworks for implementing scent strategies across diverse sectors including cultural institutions, retail, hospitality, and entertainment
- Measurable impacts of signature scents on dwell time, brand recall, customer satisfaction, and purchase behavior
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