Hi Bobbie,
I hope you are well. I'm just doing a final check before my book goes
to the press. Would you mind checking the web one more time on any
facinating cases on Sensory Branding (similar request as the original
one). Needless to say that I only want "new and fresh" stories. The
Rolls Royce story was great - I wonder what other stories have
appeared since we last were in dialogue. Take your time - I don't need
a response before a week or so from today.

I'll reward you according to the result as usal.

Good luck,

Martin

---

Request for Question Clarification by bobbie7-ga on 25 Jul 2004 23:37 PDT

Hi Martin!

It's nice to see you again. I'll see if I can find any new cases on
Sensory Branding and if I do I'll post the information in the comment
section for you to review.

Regards,
Bobbie

---

Clarification of Question by lindstrom-ga on 27 Jul 2004 00:41 PDT

Bobbie7,
Thanks for your contribution so far - but I'm sorry to tell you that
you are not on the right track.
Remember I'm looking for sensory cases - cases where marketeers has
used smell, sight, sound, touch and taste in strategic new ways -
never seen before. Just like Rolls Royce sprays new smells into their
cars etc.

Hope this helps.

All the best,

martin

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 04:50 PDT

Martin,

Here are some examples that Pinkfreud kindly pointed out.

http://www.x3d.com/news/press_2004-04-30_scentair.html

http://www.firstcolonycoffee.com/southernComfort.asp

http://www.boston.com/yourlife/health/children/articles/2004/05/20/flavored_cigarettes_raise_concerns?pg=full

http://www.coeinc.org/Articles/1-SmellofNewLeather.pdf

Regards,
Bobbie7

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 08:54 PDT

Martin,

What about this example?

Nestle - In an unprecedented olfactory operation, in May 2004, Nestle
teams the fragrancing of 680.000 newspapers with an olfactive campaign
in train stations.
http://www.prolitec.com/_usa/olf/olfsign/index.us.php

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:09 PDT

Martin,

Here's another one.

Smell in Ice Cream Shops

"This is something entirely new for ice cream shops, although for some
time now, especially on an internazional scale, environment scenting
has already entered the world of shopping (Harrods of London and
Macy?s in New York are just a couple of the most well-known examples).
The reason is simple: smells remain imprinted in the human mind for
very long periods, in the form of emotions linked to the circumstances
in which they are experienced for the first time."

(..)

" Of the many companies operating in the ice cream sector, one that
stands out is Giuso which is giving away to all purchasers of the
Fiordiriso & Sapa kit, an Eolo air fragrancer to be placed near
premises? doorways. This device emits ?ice cream fragrance?, specially
created to invoke feelings of satisfaction, well-being and health that
are all in turn associated with good handmade ice cream!"

http://www.ilgelato.net/numero18/i-sp-gel.htm

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:14 PDT

The perfumed CD 

"The "auditing perfume" inserted in the CD is not only an artistic
synergy between perfume and music but a big advertisement operation as
well. In fact, the " musical scent " is meant to be worn while
listening to the music, it is designed to emanate the feeling of a
particular album and to reinforce the emotional state that music
provokes, but the perfume lasts longer than the CD and the persons
wearing it go on publicizing the album?s " olfactory logo " . When
their friend ask: " What perfume are you wearing? ", they answer " The
perfume from  the last album of... " This is certainly the most
powerful publicity.

The "Music perfume" is a mean to increase talking between people about
the album, it is an argument for buying it and a new way to
communicate it's musical content.

The " musical scent ", sold in perfume or music shops allows the
artist to double the entity of the commercial operation, to give
double satisfaction to the consumer, to increase his image value and
his cultural impact on society.

The insertion of the " musical scent " in the CD is moreover a free 
launching operation for the perfume from whose sales he will derive
both direct economic profit and free advertising.

Most important is to understand that all publicity made by mean of the
perfume is also publicity for the perfume itself and is likely to
boost it's sales. In this manner is realized a new concept of
publicity where communication is transformed into a sellable product
from which are earned direct and continuous profits. In facts, the CD
is bought only once by each customer while the buying of the perfume
is renewed when it is consumed. The last advantage is that a Cd is
easily masterized, not the perfume."
http://www.profumo.it/perfume/scenography/show_business.htm

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:22 PDT

SUPER CROIX Fleurs blanches 
It appears that the poster releases the smell of the perfume Fleurs
Blanches. This poster was installed in thirty shopping malls in France
from May 11-18. http://www.prolitec.com/_europe/shared/presse/art_strat_15may04.php

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:36 PDT

3M: Post-it® Notes With Fragrance.

?Don't just tell it, let them smell it! That's the story behind an
attention-grabbing advertising tactic offered by 3M: Post-it® Notes
With Fragrance. Advertisers are using the scented notes to reinforce
print messages and leave a lasting impression.?
 
?What could be more natural to suggest the take-off power of a new car
than a Post-it® Note that smells like burning rubber? A citrus-scented
note promotes a new soap, a mint-scented note suggests the cleaning
power of dishwasher tablets and there's even a note that previews a
sports rub's vapor. These odors and many more are available to
advertisers who want to appeal to readers' eyes and noses.

The fragrant notes can be attached to magazines or newspapers in the
bindery. Post-it® Notes With Fragrance are making a name for
themselves among advertisers, who appreciate the olfactory cues, and
publishers, who appreciate an additional revenue source.?
http://www.3m.com/about3M/innovation/adtactics/index.jhtml


Here?s a link to an article in French about these Post-its with fragrance
http://www.ac-versailles.fr/pedagogi/ecogest/creg_travaux/mercatique/marketing%20olfactif.htm

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:36 PDT

Here are two more articles in French regarding the Super Croix Perfume
poster olfactory campaign.

http://www.altema.com/InfosFlash/IF2002sem1/if040603.htm

http://64.233.179.104/search?q=cache:XNCunWTs6DcJ:www.fmcg-job.com/news/index.php%3Fpage%3D240%26limit%3D10+site:www.fmcg-job.com+Mallfactif&hl=en

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:49 PDT

"Brewed from roots, herbs, flowers and fruit, Von Kempski's fragrances
entice customers to linger, giving the retailer a larger window of
opportunity in which to make a sale. "It has to be natural, not
artificial," Von Kempski explains. "The strongest effect comes when
the fragrance is barely discernible." Bernd Bleicher, manager of Walz
Modehaus, a posh clothing chain based in Ulm, is convinced that smell
sells. "There's a prickly freshness in the store that puts customers
in the mood to browse," Bleicher says. "[The scents] create conditions
conducive to serious shopping."
http://www.profumo.it/internet-documents/marketing%20olfattivo/times_magaz.htm

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 09:52 PDT

Subjects studied during the research associated the smell of vanilla with the 
trademark "Borotalco", not simply baby's talcum powder
http://www.scentair.com/pdf/olfactorymarketingart.pdf

---

Request for Question Clarification by bobbie7-ga on 27 Jul 2004 10:33 PDT

"Aroma" sofas in a choice of rose, lavender or vanilla will go on sale
here later this month, said a spokesman for manufacturer Contour
Mobel, part of Hillsdown Holdings Christie-Tyler furniture group.

Costing from 2000 pounds ($3,307), Contour sofas or armchairs emit
fragrance whenever their cushions are plumped. The loose covers can be
washed up to 20 times before the scent disappears."
http://www.expressindia.com/fe/daily/19990125/02555215p.html

---

Request for Question Clarification by bobbie7-ga on 28 Jul 2004 05:37 PDT

Dear Martin,

Did any of the above examples meet your needs?

Thanks,
Bobbie7

---

Request for Question Clarification by bobbie7-ga on 28 Jul 2004 15:43 PDT

Martin,

I just posted additional examples for you in the comment section.

Regards,
Bobbie7

Martin,  

Here's an interesting example.
Hathaway Shirt:

"Even though old and kind of unknown, our next example is truly an
inspiration for every website. It has certainly been the inspiration
behind many of our past and present accomplishments. David Ogilvy,
father of Branding, gets the credit for our next example.

What can you say about a white dress shirt just like any other white
dress shirt? How could you sell a white shirt in 1951 before patterns,
colors, collars, elongated sleeves, and puffiness like two-tones
became de rigueur?"

(..)
 
"Hathaway and David Ogilvy did it. David Ogilvy branded the man under
the shirt and not the shirt. First they tried the idea with Baron
George Wrangell. Later they found their answer in a man wearing an eye
patch."

"The idea for the man behind the brand was Ogilvy's, however, Edith
Jette, wife of the president of Hathaway discovered the man with the
eye patch. It was a sign of distinction and of course separation."

Here is the branding formula for Hathaway shirt:

"Distinction + Separation + Make you look younger + More comfort by
more generous tailoring of collars + Longer tails that stays in your
trousers + Mother-of-pearl buttons + Stitching as an ante-bellum
elegance = 1951 Hidden Brand Identity for Hathaway Shirt."

"In today's Internet market some good examples of branding the men
behind the products are Steven Jobs of Apple, Maytag Repairman, Mr.
Bezos of Amazon, Donald Trump, or even Bill Gates of Microsoft."
http://www.iconocast.com/Online_Branding.html

Bobbie7

"Brands are investing in high-sensory experiences. Design is breathing
new life into packaging in an almost magical way. Packages are
becoming experiences, especially high-end fragrances and liquors, even
waters like the Fiji brand."

Optimism ... Celebrating the Human Form

"Optimism is a celebration of the human form. We will continue to see
fewer unapproachable corporate signatures as we favor lighter,
brighter, more emotionally evocative symbols.

The human face and form is enjoying a renaissance in everything from
corporate identity to product marketing to design. Institutions and
utilities, insurance, medical, science and technology companies are
choosing to visually communicate their human spirit."

This is from the transcript of Cheryl Swanson's speech to the Business
of Marketing Strategy Conference Institute for International Research,
April 27, 2004 in Boston.

Read the full text of the transcript here:
http://www.refresher.com/!toniq6.html

Place Branding

Saul Kaplan is one of the movers behind Blue Sky, Rhode Island, a new
brand for that state aimed at entrepreneurs and business decision
makers.
http://www.smartcityradio.com/smartcityradio/past_shows.cfm?showsmartcityID=177&PageNum_getsmartshows=1

What does Blue Sky, Rhode Island mean? 

"Blue Sky, Rhode Island is really just a face and a voice to a
strategy we have developed here in Rhode Island to strengthen our
economy.  We are really trying to change the business psychology here
and we want both Rhode Islanders and folks outside of Rhode Island to
take a new look at our economy and opportunities to expand and grow
it.  So we?re really just trying to do something different that will
cause people to take a harder look at the exciting opportunities that
we have here."

(..) 

?We wanted an image that we could use that would portray confidence. 
Blue-Sky to me has always meant unfettered thinking and brainstorming
and anything is possible and any thing can happen.  It also conjures
up a beautiful day.  It really represents the beautiful place that we
all are fortunate to live in.  So, we were trying to combine the
strength of  and the quality of our place with the strength and
quality of our unique environment as a springboard for innovative new
business models.?

Read the complete transcript here:
http://www.riedc.com/riedc/blue_sky/32/316/

Place Branding - article by Malcolm Allan from the February 2004
edition of ?AGENDA?, a magazine for local economic development in the
UK
http://www.beyond-branding.com/Agenda_MSA_Article_Feb2004.pdf

New York Times, November 23, 2003
When Nations Need a Little Marketing
By Jim Rendon
http://www.placebrands.net/DreamHC/Download/placebrands_NYT_WhenNationsNeedALittleBranding.pdf

hope this help

http://answers.google.com/answers/threadview?id=287454

http://www.brandchannel.com/brand_speak.asp?bs_id=85

Cheers

bobbie7-ga you are on track - thanks for that. I've posted US$ 25 for
you. If you find more just contact me and I'll reward you. Okay?

martin

Thanks Martin!

Hello again Martin,

Here are some more examples!


Corpo Nove clothing with pheromones

?Italian youth fashion brand Corpo Nove has a strong culture of
innovation, having pioneered a shirt which rolls up its own sleeves
when the wearer gets too warm. Now Corpe Nove is testing olfactory
marketing, not via its stores but via the clothes
themselves. Brand manufacturer Karada said, 'By testing pheromones,
chemical substances that influence romantic behaviour, on some items
of our clothing, we are making them more pleasant to the sight and
touch in order to allow the consumer to see and perceive the product
in a unique way.?


Malibu has also successfully used olfactory marketing in France to
create a Caribbean mood.


French agency Quinte et Sens suggest CDs fragranced with strawberry or
cola to make young shoppers more likely to pick up the product.
http://www.xtremeinformation.com/remote_portal/xtribes/teens/extracts/X-tribes%20Teens%20May%202004%20Extracts.pdf
------------------------------------------------

Tourism

?In March, olfactory marketing was used to promote tourism in the
Languedoc-Roussillon region of France. Posters, with the line
'Languedoc-Roussillon, Ça sent bon les vacances!', distributed around
major train stations in Paris, exuded a fragrance of wild flowers,
evocative of the area. The aim was to create a holiday atmosphere,
encouraging people to book train tickets to Languedoc-Roussillon. The
campaign,
developed by agency Symaps, had a budget of just ¬?300,000 but the
impact was much greater, with PR generated in titles including Le
Monde.?
http://www.xtremeinformation.com/remote_portal/xtribes/teens/extracts/X-tribes%20Teens%20May%202004%20Extracts.pdf
------------------------------------------------
?Nostrils were twitching at Paris railway stations Wednesday as
olfactory advertisements wafted the scent of rosemary over commuters
to remind them of the joys of holidays in the south. Timed to coincide
with the return to work after the winter school break, the week-long
campaign was launched by the region of Languedoc-Roussillon which
wants to boost its image as a tourist destination. Posters set up on
the metro system are equipped with tiny emitters which spray out
essence of rosemary -- the odour which "best evokes the atmosphere,
food and landscape of Languedoc-Roussillon," the region's tourist
office said. Perfume manufacturers have used olfactory advertisements
in the past, but this is the first time the technique has been used to
promote tourism here, the office said.
Just Above Sunset Magazine: March 2004
http://www.justabovesunset.com/id18.html

------------------------------------------------

France Telecom - Case Study  
?France Telecom wished to associate its retail brand with a
particular, pleasant and customer memorable fragrance. Working closely
with its fragrance company partners, Prolitec developed a panel of
fragrances which represented pertinent brand features and values. One
fragrance was chosen by France Telecom. Prolitec installed of its
fragrancing appliances in 3 pilot test stores. Following three months
of evaluation and measurement of customer reaction and satisfaction,
Prolitec extended is fragrancing services to 28 stores throughout the
city of Paris, delivering France Telecom's unique olfactory signature
to retail customers, and enhancing the shopping experience.?
 http://www.prolitec.com/_usa/olf/applications/advertising.us.php
France Telecom tests the diffusion of fragrances in a multimedia environment
http://www.rd.francetelecom.com/en/medias/prof_jour_press_web-parfume.htm

------------------------------------------------------------------ 
There?s an article in French that discusses the use of smells and
fragrances in the Tourism market.
The travel Agency Havas Voyages in Paris is a pioneer in olfactory marketing.
You can purchase the complete article for 3.00 Euros.
http://www.revue-espaces.com/2003/librairie_espaces-3227.html

Havas Voyages
From an interview with Jean-Marie Guivarch director at Havas Voyages:
He says that he?s been using fragrances in the agency since 1994 to
promote sales. It depends on the destination for the type of scent
that is used. For a trip to the U.S. he uses a cola smell.  He applies
the aroma of cut grass to promote a Golf holiday.
http://membres.lycos.fr/pressepiges/Journalistes/SebastienPierrot/SP_Article5/sp_article5.html
------------------------------------------------------------------
The Lun Poly Travel Agency
?British travel agency Lunn Poly pipes the aroma of coconut suntan oil
into its shops to evoke memories of lounging on sunny beaches.?
http://www.discussanything.com/forums/showthread.php?threadid=5843
DaleAir is the supplier of this fragrance.
------------------------------------------------------------------

A recent CNN article published in June 2004 discusses the use of
scents in museums, travel agencies and old peoples homes.
 ?Dale Air's most expensive smell to date is frankincense, mixed for a
Queen of Sheba exhibition at the British museum. A kilo of the scent
lasting for a year cost £150 ($275).
?Dale Air has supplied branches of British travel agent chain Lunn
Poly with the scent of coconut oil, aimed at increasing the time
customers spend in their stores.?
?He was invited to mix familiar odors from the 1920s for use in old
peoples' homes. These triggered memories and encouraged conversation
among elderly residents."
Here?s a link to the full text of the article:
http://www.cnn.com/2004/WORLD/europe/06/27/britain.smells.reut/
Odor research: Viking museum smells.
http://pegasus.cc.ucf.edu/~gurney/VikingOdrs.PDF
See the Dale Air website and read about their clients.
http://www.daleair.com/

------------------------------------------------------------------
Excite:
 ?Kiotech test-marketied Excite in northern England. Aimed at 18 to
25-year-olds, Excite is a "pheromone sachet" that is daubed on the
body like a perfume. Its function: to arouse the interest of potential
sexual partners. The product has generated a lot of excitement on the
club scene: available through vending machines, it's been outselling
condoms four to one.?
http://www.ecomist.com.au/Time%20Article.htm
------------------------------------------------------------------
Ecomist
And a travel agent selling holidays might employ Ecomist's tropical
coconut or pineapple scent to promote a resort atmosphere.
Restaurants can vary lighting intensity to influence the period of
time a customer will stay.
"Major department chains use separate fragrances in different parts of
the store," said Mr Gordon.
(..)
 ?Mark Gordon is the National Marketing Manager for Ecomist -  a
company specialising in Aroma Marketing.?
"The scent the retailer chooses depends on the kind of atmosphere they
are looking for,"  he said.  "For example a sports store will use a
fresh grass smell to promote an outdoor environment."
?Ecomist has a range of  180 different scents varying from baby powder
to the latest European perfumes and fresh fruits.  The company has
developed a portable aerosol dispensing unit with a computerised valve
that emits a small amount of scent regularly for a specific time
frame.?
http://www.ecomist.com.au/news.htm
------------------------------------------------------------------

?Queensland retailers have found that smells sell and they are
scenting their shops with "virtually real" subliminal fragrances to
encourage people to spend money.?
Ecomist has a fragrance  called Happiness  and according to Mark Gordon:
?As soon as we place that anywhere, it automatically puts a smile on
people's faces, it's such a nice fragrance," said the man behind the
smells, Mark Gordon of Ecomist Australia. "Happiness" was dominated by
the fragrance of a small flower from the Indonesian Ylang-Ylang plant,
blended with Geranium and Patchouli with a Sandalwood base. "
http://64.233.179.104/search?q=cache:731olhy2RRYJ:www.air-aroma.jp/business/image/marketing.pdf+havas+scent+of+coconut+oil&hl=en

------------------------------------------------------------------
?Clear Channel, one of the largest billboard owners in France,
installed Prolitec?s proximity fragrancing appliance in 100 pedestrian
billboards Situated in Paris train stations. Clear Channel is
currently extending to billboards in malls and shopping centers. Using
this network of scent-enabled billboards, advertisers can supplement
the visual message with a fragrance.
The first brand to advertise on the train station network was L?Oreal
for a new perfume launch. This campaign was highly successful. In one
week, 3.7 million people experienced the new perfume with a frequency
factor of 13. ?
http://www.prolitec.com/_usa/olf/applications/events.us.php

I hope these additional examples meet your needs!

Best regards,
Bobbie7

From a July 26th 2004  CNEWS article:

Rosner's mp3blue jacket has a built-in, 128-megabyte player controlled
through cloth buttons on the left sleeve, the company announced
Monday. Headphones are built into the collar.

Our novel wearable electronics concept is gaining momentum," Dieter
May, responsible for strategy and emerging business at Infineon, said
in a statement. "We think it makes great sense to build in electronics
into clothes, and we are looking forward to develop further clothes
with integrated electronic solutions."

http://cnews.canoe.ca/CNEWS/TechNews/NewStuff/2004/07/26/557686-ap.html
Regards,
Bobbie

MArtin, this article might be of your interest:

Exploring Sensory Brand Identity for Retail Coffees
://www.google.com/url?sa=U&start=1&q=http://www.tiax.biz/aboutus/pdfs/coffee_benchmarking_pangborn_0720-03.pdf&e=747

--Bobbie7

?Every morning, when some of the 65,000 computer-using employees of
PSA Peugeot Citroën turn on their units, they are greeted by the group
PSA's signature music, not by Microsoft's chimes.?

Hennessy Cognac 

? Parfum d'Image created a scent for Hennessy Cognac and a new scratch
and sniff technology for a direct mail campaign. And it can be used at
the sales point or point of contact with the target consumer, employee
or supplier. Here, Parfum d'Image is working with Chanel on the
diffusion of the No. 5 scent in its stores.?


Lancôme

"The body's five senses are key but we have really only looked at
scent, vision and touch in our approach to consumers," observes Jérôme
Bartau, the director of development for Instituts Lancôme. "Sound is
as important as the rest in trying to play up the dream factor and
wellbeing," both key in designing the space and ambience of the new
store. Lancôme worked with Sixième Son to create a music "which
envelops you, rather than one you listen to" - but which at the same
time incorporates Lancôme's brand values.
.
While Bartau cannot attribute the concept's store success directly to
the music, the sound, the design and services all contribute to the
store's sales, which are running three times ahead of the former day
spa in Hong Kong.
.
Officials liked the music for the Hong Kong unit so much that they
decided to use it on Lancôme's Web site. ?


Air France ? music

?For Air France, music is a key part of the company's E300 million
refurbishing of the cabins of its entire long haul fleet. The music is
a two-hour lounge compilation, to be renewed every four months, that
was developed by Fred Sanchez, a Paris disc jockey and sound designer
perhaps best known for his runway music for fashion shows.
.
"The more a brand is present on all possible points of contact with a
consumer, the stronger the brand is and the more the consumer retains
a brand image," said Elisabeth Oullié, the brand manager for Air
France.

The goal of the cabin renovation program, undertaken with the Paris
design house Desgrippes Gobé, is to make passengers feel the best
possible in whatever class they travel in. The music, to be played
during the stressful times of boarding and disembarking, is the same
for first, business and economy cabins.

Is this marketing? Yes, says Oullié, in that it is designed to make
passengers feel good and, if it does, it can create good will and
brand loyalty. "And if you are not concerned with brand loyalty,
you're dead," she says.?

Brands turn on to Senses
http://www.iht.com/articles/120122.html


Do any of the examples that I have posted in the last few days meet
your requirements?

Thanks,
Bobbie7

Cappellini gel chair imitates human skin

?This chair is already being dubbed a classic. But why? It is just
three years old. Perhaps because it is in the Metropolitan Museum.
Perhaps, too, because the demand for the chair has been growing
steadily ever since it was revealed that Brad Pitt has put thirty of
them next to his swimming pool - if you can't look like Brad, then you
can at least sit like he does. The chair's surface imitates human
skin. That, anyway, is an innovation rather than a classic element.?
http://www.goethe.de/kug/pro/des/en3aa1.htm?art=stuhl

The Impact of Cultural Transformation on Brand Marketing 
by Cheryl Swanson

?A feeling of excitement and relief exists when our senses are
engaged. Materials and manufacturing innovations will continue to
create unique sensory shapes, textures, and colors.

The SOFT concept is being embraced at every level, from softer lines
and materials with skin-like qualities to highly textured things that
respond to touch. These products can be high-end like the Cappellini
Gel Chair, or mass like the elastic techno-gel pens at the local
drugstore.?
http://www.refresher.com/!toniq6.html

Hi Martin!

I was wondering if any of the additional examples that I posted were
of any use to you.

Thanks,
Bobbie7