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
