Short answer 1. The scent is pleasant but not relevant 2. The intensity is set too high 3. The air flow is ignored 4. The scent has to solve a technical problem 5. Everything keeps changing 6. The sce...

Short answer Signature means recognisable, not necessarily heavy A scent is a brand language Existing or custom-made? How is a signature scent used? When does a scent truly become the brand's own? Sho...

Short answer Step 1: define the brand personality Step 2: translate words into olfactory directions Step 3: assess beyond just a blotter Step 4: fine-tune technology and intensity Step 5: record the s...

Short answer Start with what your brand is not Look at the visual world Think about the audience without clichés Choose on atmosphere, not just notes Test the match Don't forget the technical reality ...

Short answer Recognition is not a timer Four factors are important So should you never switch? Measure recognition separately Consistency over intensity Short answer There is no scientifically fixed n...

Short answer Why one scent can be powerful When different scents make sense Keep a common thread Technology is just as important as the formula Central management helps Which choice is best? Short ans...

Short answer Intensity is part of the design Habituation is normal Use fresh noses Take length of stay into account Start lower than you think Less scent. More meaning. Short answer A brand scent must...

Short answer Why copyright is difficult And a scent as a trademark? What can you protect? Exclusive is not the same as a legal monopoly Legal advice remains project-specific Short answer In Europe, a ...

Short answer Don't start at maximum intensity Walk through the space Test at different times Use people who have just walked in Assess three things separately Document the setting The space test is th...

Short answer What does a meta-analysis show? Congruence is important Research also finds zero and negative effects Scent and memory What can we not promise scientifically? The strongest application is...

Short answer Scent first changes the context No invisible sales button So where does the value lie? Scent and memory What does this mean for retailers? The right conclusion Short answer Scent can infl...

Short answer More than a pleasant scent How does scent marketing work in practice? Why do businesses use scent? Subtle works better than loud When is scent marketing interesting? Short answer Scent ma...