Whiff!: The Revolution of Scent Communication in the Information Age

by C. Russell Brumfield, Stephanie Gunning, James Goldney

Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These... This description may be from another edition of this product.

• Format: Hardcover
• Language: English
• ISBN: 0981746004
• ISBN13: 9780981746005
• Release Date: June 2008
• Publisher: Quimby Press
• Length: 304 Pages
• Weight: 1.55 lbs.
• Dimensions: 1.1" x 9.1" x 6.2"

Customer Reviews

Don't Let Your Nose Get Bent Out of Shape

To say that retail marketing has gone too far wouldn't be going far enough. We are now in the realm of Pheromone enhanced packaging to lure lusty women to purchase cooking products... and if you are in that line of work, is it fair? No. But if you don't know what they're doing, and how to do it yourself, you'll never survive. This book Whiff! exposes the Wizard behind the curtain, gives insight into our own buying habits and ensures a more even playing field for the bootstrapping entrepreneurs launching the next big thing. Seriously, if you want your customers to buy anything, you need to read this book. :)

The Ultimate Branding Tool

Whiff is so smart and full of interesting relevant facts for marketers. It should make all of us stop and think about how we approach business. Endorphin Branding should be incorporated in all of branding conversations. It makes sense. Look forward to more insights from Russell and James

Whiff will make you wake up and smell the coffee!

Whiff takes us on an incredible journey through the world of aroma and Scent Marketing. It is an in depth and vivid portrait of a new phenomena which walks us through the dynamics and importance of scent in the market place. Russel Brumfield picks up where Martin Lindstrum left off in Brand Sense. Lindstrum opened many eyes with his cutting edge book on Multi-sensory branding and made strong arguments why the sense of smell is the most important of all the senses. Brumfield picks up the scent trail and runs with it. Although Whiff is loaded with a great deal of science and marketing information, it is an easy read. Whiff is jam packed with interesting thought provoking information. As a Scent Marketing industry professional, I was amazed at the amount of information Russell has amassed of which even I was unaware. While Whiff could be an industry text book, Russell's glib writing style keeps you turning the pages. I highly recommend Whiff as a must read -especially for brand owners seeking to stay ahead of the curve.

WOW!

Wow! This is one of those books that brings to the surface what we intuitively know to be true. Fellow marketing and advertising professionals will quickly recognize that scent is a new, largely untapped opportunity.how many businesses do you know with a scent policy or strategy, or have even considered how their customers react to the scent of their products, services or environments? If they are right, the authors of Whiff! have uncovered what promises to be a huge new industry, with implications for businesses, large and small in all categories, from retail, manufacturing, hospitality and healthcare to the military. Winning, progressive CEOs and companies will get it.the others will have to play catch up. Well footnoted, it's clear the authors have gone to great lengths to show how scientific research is making strides to decipher the secret language of scent.I've read a few other books on scent, but none that have gathered and summarized so much of the research into one place, while still making it a fun, easy read.

An Eye-Opener for Consumers and Sellers

I've always been aware that certain smells seem to trigger unexpected emotional responses, but I didn't have a clue as to just how closely scent and memory are linked in all of us (it turns out that I'm not the only one who gets melancholy over a whiff of Play-Doh), let alone how this phenomenon impacts day-to-day decisions. This book lays out the psychology of scent so seamlessly that you might not realize how much information you're absorbing until the next time you walk into a department store or food court or automobile dealership and it hits you that your sudden impulse to buy that new purse or cinnamon bun or "new car"-scented convertible wasn't actually impulsive at all, but a conditioned response to a carefully engineered stimulus. The applications and statistics discussed make it clear why "endorphin branding" might be considered controversial--it's almost too effective a marketing technique to be considered "fair" by businesses which aren't yet utilizing it.