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Q: journalist-ga ( Answered,   6 Comments )
Subject: journalist-ga
Category: Business and Money > Advertising and Marketing
Asked by: lindstrom-ga
List Price: $10.00
Posted: 14 Dec 2003 15:19 PST
Expires: 13 Jan 2004 15:19 PST
Question ID: 287126
Personal question for journalist-ga
Subject: Re: journalist-ga
Answered By: journalist-ga on 15 Dec 2003 09:11 PST
Greetings Lindstrom:

Thank you for your generous display of appreciation regarding my
comments at -
I'll continue to ponder both the sensory and the religious branding
questions and if I can offer fresh information, I'll post it here in
the comments section for your consideration.

Best regards,
Subject: Re: journalist-ga
From: journalist-ga on 15 Dec 2003 10:48 PST

Branding to former goddess worshippers successfully transpired when
the Catholic church elevated Mary, the mother of Jesus, to represent a
"Christian goddess."

"From very early on in Christian history, parallels and contrasts have
been drawn drawn between the Virgin Mary, Mother of God, and Eve,
Mother of all living beings. The contrast of these two figures serves
to underline their basic attributes; Mary is good, pure, and obedient
while Eve is disobedient, impure, and a sinner: the cause of damnation
of the entire world. However, if we can put aside the anti-woman,
anti-goddess, anti-nature inflection cast by a patriarchal church
organization, we come to see the parallels as something wholly
different, showing Mary and Eve to be not only intimately comparable,
but actually the two inter-related components of an elemental
Christian goddess; universal and primary."


The candle industry has been extremely successful in branding various
"memory scents" for customers.  Candles are frequently named
"Christmas Memories"  "Sugar Cookies" etc.  Also, early chidhood
memories definitely bath & body scents, too.  The "baby powder" scent
is used by many adult products companies (deoderant, perfume, etc.)

The Olfactory Process and its Effect on Human Behavior by Alexandra Smith
"Early childhood memories can be evoked by many triggers, of which one
of the most powerful is a particular smell. A couple of years ago, I
was unpacking boxes of Christmas decorations from the attic. One of
the boxes contained old, partially melted candles that were to be put
on the fireplace mantle and lit on Christmas Eve.  Unrolling each
uniquely fragrant candle from the yellowed newspaper, I suddenly had a
vivid recollection of a childhood experience."

[A very well-constructed paper.  Please read the entire text.]

I'll keep digging.  :)

Best regards,


mary "christian goddess"

candle marketing sensory memory

"sensory marketing"
Subject: Re: journalist-ga
From: journalist-ga on 15 Dec 2003 10:54 PST
Also, please see the search results for olfactory research marketing at

Included among the results:

"Sensory analysis, the quantitative process of using human senses for
measurement, is used by companies such as H&R Florasynth to verify
consumer acceptance."

"Smell has an important role to play in the evaluation of brand. First
of all, it is something new and therefore helps the brand to stand out
from the crowd, giving it something that the others haven't got. In
the past some companies created their own smell logo without even
realizing it. The study of these cases bring to light important data
with regard to the effectiveness of fragrance marketing. In fact,
subjects studied during the research associated the smell of vanilla
with the trademark "Borotalco", not simply baby's talcum powder.
French subjects associated the smell of cedar wood with the brand name
"Crayola", manufacturers of pencils. These examples help to show how a
smell common to a number of similar products automatically becomes the
fragrance logo of the largest-selling brand in the public's mind."
From "The Olfactory Marketing"

Subject: Re: journalist-ga
From: journalist-ga on 15 Dec 2003 11:20 PST
I can't believe I forgot to mention what would be a dream job for me:
Naming paint colors.


"Romance, it seems, is the driving force behind all those names on the
color chips in the paint store, color consultant Pat Verlodt said. She
should know. She's named thousands of paint colors over the years. 
Women are the primary consumers of interior paint, and they love names
that evoke emotions and pleasant memories, explained Verlodt, who runs
the firm Color Services & Associates in Wonder Lake, Ill. "They don't
want to tell their friends they put 5240 on their wall," she said. "I
mean, where's the romance?"
From "Romance amongst paint cans - Unusual names for hues specifically
aim to attract women who buy for home" by Mary Beth Breckenridge

"A color name associated with a color does help sell the color, since
color names can elicit a feeling of emotion," said Ms. Piontek. "Names
are given to colors to evoke not only an emotional response, but
should also be a description of the color based on the hue, value and
chroma but that may not always be possible. It also helps if the name
of the color has a pleasant thought association, so that it will have
a positive impact to the consumer."
From "What's in a name? Color names do have an effect on the
popularity of a paint"

Rochester Institute of Technology, Visual perception links and research
from those links:
"Color Matters"


naming paint colors
naming paint colors sensory
Subject: Re: journalist-ga
From: lindstrom-ga on 15 Dec 2003 14:12 PST
Hello there,
Thanks for your aditional comments.
I in particular like the "baby powder" article which touches on some
of the topics I'm covering in the book.
The Mary story is interesting but perhaps to detailed for my purpose -
the concept is to create extremly obvious links between branding and
religion and then move on to the strategy bit.

Once again thanks for your help - I've posted this as a seperate
request with payment.

All the best,

Subject: Re: journalist-ga
From: lindstrom-ga on 15 Dec 2003 14:52 PST
Hello again,
I was told some time ago that vanilla was added to almost all baby
powder in the U.S. market since the 50's - the result of this that the
preference for vanilla in the U.S. today is substantial larger - again
reflecting a larger preference for brands like Vanilla Coke and
Absolut Vanillia.

Your previous article is covering elements of this but doesn?t draw
this very "direct" line.

I'll post a separate request if you manage to come up with some interesting stuff.

Good luck,

Subject: Re: journalist-ga
From: journalist-ga on 15 Dec 2003 21:12 PST
Thank you, Lindstrom.  You may already have these links but if not, I
believe you'll enjoy the articles:

A digital taste of smell - How the Web will conquer our five senses
By Milon Gupta
"Scent branding - Service scenarios are nearly unlimited. Especially
in the area of tourism scent diffusion could open up completely new
advertising opportunities. Instead of just seeing some tropical places
on pictures, you could, in addition, smell the papayas and coconut
trees. The vision of German company aerome Scent Technology goes even
a step further. For them "scent is an information medium that provides
an ? to date ? unimaginable emotionality and hence credibility and
competence in the perception world of products and brands", as they
inform us on their Web site. Will "scent branding" revolutionise
product marketing?"


Sophisticated Sampling
By Peter Breen

"Nestle, Coca-Cola, and Carlsberg all are working on systems (mostly
overseas) that dispense their products' aromas. Several car companies
are toying with the idea of creating a distinct smell for their autos
that would then be dispensed via advertising and other means. "It's
kind of like what Intel did with sound," explains Hetzel.

"New York City-based Arcade Marketing Inc. knows the trend. Arcade
makes scent and sample strips for fragrance and cosmetics companies to
use in magazine ads. But overseas the company has started working with
odor-free brands, too: Visa runs ads scented with grass (think country
club) and upholstered leather (think Porsche) to offer a whiff of the
good life its credit card can provide.

"Sampling, it seems, nose no bounds."



Visual Branding
By Mandana Samii, Product Design Center, SAP AG


I also found this blurb about scent advertising for a soft drink -
they termed it "smell branding":
"Soft drink Tango is famed for funny, in-your-face advertising. TV ads
featured people being accosted by orange "Tango Men" in the street. So
a giant 3D orange squashed into a bus shelter is a playful warning
that, at any moment, passers-by could be "Tango-ed". A smart
integrated idea, impossible to ignore. The orange was scented too,
boosting impact through "smell branding". An interesting way to
segment a market!"


"scent branding"
"smell branding"
"scent sampling"
Scentific scent

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