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Tuesday, March 24, 2009

How Can You Reinforce Your Smelly Brand?

Holiday Inn Express touts its cinnamon rolls as a great breakfast treat. Even though they’re probably pre-manufactured far away from the breakfast area and kept warm under a heat lamp, they are pretty darn good.

And the smell of them in the lobby is unmistakable.

Interestingly enough, the hand lotion at Holiday Inn Express is also cinnamon scented. So if you apply any of it, you’ll smell those cinnamon rolls a good part of the day – a great sensory brand reinforcer.

Here’s the Brainzooming question: Most of your customers likely have all five senses, so how can you figure out a way to connect your brand to a non-traditional sense as a strong reinforcer?


Joan said...

Don't assume it has to be untraditional. Knowing and understanding your customer allows you to customize your approach in a way that is relevant and will resonate with that client. That's the goal! However, a marching band (wearing your logo) outside your customer's office will gain attention. Joan

Mike Brown said...

Joan -

Thanks for the comment. No argument about doing something that resonates with the customer. The nontraditional part ties to doing something that stands out. Doubletree gives away hot chocolate chip cookes, which are great, but that's as far as they take it. Holiday Inn Express has found a way to carry the brand experience outside the property. That's doing something that competitors aren't.