I’ve written about sensory branding, olfactory marketing, and in particular Starbucks’ attempt to get more coffee aroma into its stores. Now, it seems that all you need to get you going in the morning is a whiff of coffee aroma: Wake up and smell the coffee…yes, it’s the best way to cure tiredness.

The researchers speculate that coffee extract could be pumped into the air to revive tired people. One certainly wonders about the physiological and neurological impact of other aromas. This is one more indication that companies can ill afford to ignore the sensory experience they provide their customers.

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