Browsing Tag

Sensory Branding

Thinking

Smell, taste, sound: Getting sensory branding right

May 15, 2017

Apple accessories company Twelve South normally sells things like docking stations, covers, and cases. But the latest product in its portfolio is the New Mac Candle that, when lit, emits the smell that is released from the box when you open a newly purchased Mac. Whether or not you find that appealing, it’s an interesting exploration into the strength of the sensory equity built by the business over the years—regardless of whether Apple realized it was doing so. Continue Reading