What Is the Olfactory System?
The olfactory identification system (SenseofsmellIdentitysystem), which can be referred to as SIS or SI for short, is to achieve the purpose of building brand identity and increasing brand equity through the application and spread of odors that reflect the connotation and characteristics of the brand in various communication channels and marketing elements. The establishment of SIS first requires implementers to have a deep understanding of brand culture and brand characteristics. Based on this, they must have a comprehensive, deep and comprehensive understanding of the brand system, and then find a personalized scent that can reflect this unique spirit of the enterprise and provide it through various channels. Application, focusing on external communication. We think that the places that can be used externally are advertising, product packaging, sales places, terminal promotions, etc .; the places that can be used internally are office supplies, office space, employee clothing, transportation, etc.
Olfactory recognition system
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- The olfactory identification system (SenseofsmellIdentitysystem), which can be referred to as SIS or SI for short, is to achieve the purpose of building brand identity and increasing brand equity through the application and spread of odors that reflect the connotation and characteristics of the brand in various communication channels and marketing elements. The establishment of SIS first requires implementers to have a deep understanding of brand culture and brand characteristics. Based on this, they must have a comprehensive, deep and comprehensive understanding of the brand system, and then find a personalized scent that can reflect this unique spirit of the enterprise and provide it through various channels. Application, focusing on external communication. We think that the places that can be used externally are advertising, product packaging, sales places, terminal promotions, etc .; the places that can be used internally are office supplies, office space, employee clothing, transportation, etc.
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- The most advanced olfactory recognition system in practice should be the hotel industry. Basically all international high-end hotel groups have their own "scent", such as the Four Points by Sheraton Hotel Group. These hotels are located in 24 countries around the world. With a custom-made exclusive scent, Four Points Sheraton's scent has a pretty good name "PinwheelsintheBreeze", which translates to "Windmill flavor" in Chinese-"It feels like a fresh and refreshing outdoor breath in spring days". "Windmill flavor" is a peculiar smell of Four Points by Sheraton. Other brands under the Sheraton Group, such as St. Regis, Luxury Collection, W Hotel, Westin, Le Méridien International, and Sheraton, all have their own unique flavors.
Of all the brands we have observed that have implemented olfactory marketing, the case that most closely matches the olfactory recognition system is Shangri-La, the largest luxury hotel group in the Asia-Pacific region. Although there are still many flaws from the perspective of the complete olfactory recognition system, it has been said that It is a model of olfactory marketing and has formed an exclusive "Shangri-La Fragrance" brand. Shangri-La Hotel aims to create a luxurious and warm family taste for busy business travelers. The hotel expects customers to feel the warmth and comfort of Shangri-La within the first 10 minutes of entering the hotel. To achieve this goal, Shangri-La developed a "Shangri-La fragrance" in 2001 in collaboration with an Australian company. Inspired by the Shangri-La depicted in James Hilton's 1933 novel, The Horizon of Disappearance: a serene and pleasant paradise. The "Shangri-La Fragrance" is based on vanilla, sandalwood and musk, while its chic aroma with a hint of bergamot, white tea and ginger is its distinctive top note. Therefore, "Shangri-La Fragrance" not only has the fresh and elegant atmosphere unique to Asia, but also has the effect of soothing mood and soothing mood.
Image source: Shangri-La's official website
- The olfactory recognition system is an important discovery in the field of brand recognition after the VI system. For all brands today, the most critical issue is not where can smell be used, but how to build a truly effective recognition system. This is The difficulty encountered before is also the main problem that this book wants to solve. Next, we briefly describe the process of building an "olfactory recognition system":