Here's an idea with the faintest whiff of desperation about it: Swissotel has announced plans to communicate its corporate identity through the sense of smell.
"Un.wind with the wind", its new in-house scent, is said to encapsulate the "subtle, pure elegance" of a five-star standard hotel: "fresh and airy as Swiss mountain air, a touch of Alpine flowers and genuine gentian, in the background delicate wood notes for a sense of wellbeing, and a light echo of wild, red berries to reflect Swissotel's corporate colour".
Hotel brand marketing via the olfactory senses is an interesting idea - but shouldn't the various elements listed below be present in the aromatic mix?
* The smell of liniment on a doorman's chest on a sub-zero winter morning
* The waft of sweat from a porter's pits as he lugs another trunk out the back of a taxi
* Chef's breath after a tasting session with a prospective new garlic supplier
* The sharp odour of laundry detergent and toilet cleaner
* The restaurant manager's hot stink of fear as he spots M. Winner in the day's bookings
Comments (1)
Sorry Mark, but I don't get it.
Using scent as brand representation is a viable marketing practice in the hospitality industry. I am afraid that doesn't come across in your posting that seems to make fun of it instead.
Think about how scent works: The human olfactory receptors connect to the limbic systems, which is the part of the brain responsible for emotions and - voila - decision making. So once you have experienced 5-star quality it is tattooed onto your brain via scent. Next time you have the choice you may as well go back to the brand that gave you a positive impression. And reminded you in a scented mailing or another scented marketing effort.
I bet there are scents that remind even you of enjoyable experiences - the first date with your girlfriend, the aroma of christmas in your grandmother's house.
Think positive about scents and fragrances, not about stink, smells, odours and bad breath. And respect the marketing people who have been thinking hard about this -- and the perfumers who put the scent together.
Harald
P.S.: Yes, I checked the calendar, April fool's day is tomorrow. So you must be serious.
Posted by Harald H Vogt | April 1, 2008 2:37 AM
Posted on April 1, 2008 02:37