How Can You Reinforce Your Smelly Brand?

Published on March 24, 2009 by Mike Brown in Brainzooming - All Posts, Branding, Marketing, Strategy

Holiday Inn Express touts its cinnamon rolls as a great breakfast treat. Even though they’re probably pre-manufactured far away from the breakfast area and kept warm under a heat lamp, they are pretty darn good.

And the smell of them in the lobby is unmistakable.

Interestingly enough, the hand lotion at Holiday Inn Express is also cinnamon scented. So if you apply any of it, you’ll smell those cinnamon rolls a good part of the day – a great sensory brand reinforcer.

Here’s the Brainzooming question: Most of your customers likely have all five senses, so how can you figure out a way to connect your brand to a non-traditional sense as a strong reinforcer?

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Mike Brown

Founder of The Brainzooming Group, and a huge fan of strategy, creativity, and innovation. Mike is a frequent speaker on innovation, strategic thinking, and social media.