Today, thanks to the development of electronic scent diffusers, brands no longer need to hose down the air with expensive bottles of parfum. And that’s a good thing. At a time when brands have already fine-tuned everything from their store color palettes to employee dress codes to the music thumping through the speakers, scent—the sole remaining sense that can directly influence how a customer regards a brand—is becoming an increasingly important instrument in the marketer’s toolbox. Given that smell is the most powerful and emotional of all the senses, the bigger surprise might be that it’s taken brands this long to wake up to smell’s potential… Read more

Full article from AdWeek.com