CREATIVE
MARKETING
& BRAND
STRATEGY

Most brands focus on products. The smartest ones focus on emotions and even how a place smells. Starbucks designed its stores around the aroma of fresh coffee. In fact, many locations avoided strong breakfast sandwich smells so the coffee scent would remain the dominant emotional trigger inside the space. Cinnabon mastered the same strategy in malls. The smell of cinnamon rolls travels far beyond the shop itself, turning scent into advertising that people can literally follo

Most people walking down Disney’s Main Street believe the amazing bakery smell is coming from fresh cookies being baked nearby. But in many cases, that scent is intentionally pumped into the street as part of Disney’s experiential marketing strategy. Disney understands something many brands still underestimate: people don’t remember experiences logically they remember them emotionally. The music, the lighting, the architecture, and even the smell are all carefully designed to