The Key to Scripting

Creating a great script is key to any endeavor in engaging an audience, and scripting in the fields of design, marketing, branding, or theater is relatively all the same. It contains a series of well-placed events that tell an interesting story that the audience buys into. You will notice the key-word event or events. Events are what make the world go-round. In describing emotional experiences, people talk about specific events in their lives. The word event is simply a description of a happening. Events describe what happens. Great events make great happenings. Good scripting merely involves a series of active, interesting happenings in the storyline. What’s happening in your storyline? Concerning your product, what happens when the consumer encounters it, opens it, or uses it?
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Sagging Real Estate Market Demands a Fresh Approach

The housing bubble days when selling your home was as simple as listing with a realtor and waiting for the offers to pour in are gone, says ReMax commitment broker Tom Manolas. Sellers who want to score in the current buyers’ market need to do more than mow the lawn and tidy up the foyer, they need a serious edge on the competition. And it should come as no surprise to Whiff afficianados that that edge might lie in appealing to the buyer’s most primitive and emotional sense. In a nutshell, How does your house smell?
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This Multi-Sensory Century

The trillion dollar automobile industry is a prime example of products that incorporate most all of the elements of a successful script—joy, APS, storytelling, humanizing, rites, rituals and traditions, and multi-sensory design.
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The Humanization of Your Brand

Does your own brand contain the APS proposition and subsequent multi-sensory elements that enhance that proposition? Does your package or product contain the elements of a good script? By seeing, hearing, smelling, tasting, or touching your product—does it create anticipation, or contain the element of surprise? What’s the toy in your Cracker Jack box? Read more

The Sacredness of Your Brand

It may seem a bit far-fetched to speak of your brand as being of a sacred nature, but really successful brands are sacred to their fans. Think of how Apple users, Starbucks loyalists, NASCAR enthusiasts, or Dead Heads relate to these brands. Brand loyalty seems such an inefficient description of how these admirers feel about their relationships. Sacredness means a feeling of reverence for a unique, special, venerable idea. When we consider something sacred, it has a certain devotional quality, immune from criticism, devoid of dissenting opinion. When we hold a brand sacred, if pressed, we may even admit that we don’t think that we can live without it. I personally never fly without my supply of Airborne. I ritualistically take a dose before my flight, during my flight, and afterwards. If I find that I run out of my supply in a foreign place where it is not for sale, I will have it shipped to me. Now that’s reverence.
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Stewardship and Social Responsibility

“Scent marketing, especially at the scale proposed by Brumfiled [sic], clearly intrudes into basic human rights issues. Scent marketers are deliberately designing and releasing substances into the air that target and affect our brains, without our express permission, without a medical license, and without proving the safety of the products with independent testing and government regulation. How is this different from someone slipping drugs into drinks without permission?”
–from The Canary Report, January 11, 2009

P.T. Barnum is alleged to have said, “There’s no such thing as bad publicity as long as they spell your name right,” so it appears I lose on both scores with The Canary Report, which managed to both liken me to a drug-pushing-mickey-slipping-date-rapist AND misspell my name. But that’s beside the point.
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House of Creed? Meet Harry Reid.

“Mr. President, someone wanting to visit the Capitol today, there is no place for them to gather. They gather -it used to be out on the East Front - now they gather on the West Front. And the people who work here joke about you can always tell when it’s summertime because you can smell the visitors. And what we mean by that Mr. President – they stand out there in the high humidity, heat, sweating, and it’s really – there’s no place for them to go.”
-Senator Harry Reid

Oh, Harry, why didn’t you come to us before blowing that $621 million on a visitor center? The Whiff-Guys always have the solution to all-things-odiferous, and we could’ve told you exactly how to deal with those smelly constituents!
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The Wafting Smell of Politics

With all of the recent research into how everyday scents impact and affect the human brain, advertisers and marketers have begun using scents to increase brand loyalty, gain notice, and–most of all–increase the bottom line.

Studies have found that certain scents can trigger all sorts of emotions, increase moods, help with memory and comprehension, enhance a person’s perception, and even get them excited.
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