Sensory brand differentiation

12 South's Sensory brand differentiation New Mac Smell Candle

Custom Apple accessory maker 12 South has created a ‘New Mac Smell’ candle for this Christmas. While it’s got plenty of headlines for obvious reasons. For me it raises the question: What do sensory branding do you do? We’re all aware of brands that have strong sensory associations, some of which have become iconic like the roar of a Harley or the startup chime of a Mac.Here’s a little accessory maker, who only make stuff for Apple products, levering further of their muses brand by creating a smell for them. I can’t recall the last time i opened a new Mac  if there was a particular smell over the normal new tech smell of off-gassing plastics. I certainly can’t remember there being notes of Mint, Peach, Basil, Lavender, Mandarin and Sage. But that’s irrelevant. What’s important here is to see it as a smart opportunity to brand the physical space with a sensory experience and ask yourself: What can my brand do to activate senses that are even closer to our memories and our emotions?

Derek Carroll

Derek is the Creative Partner at Truly Deeply, a brand agency with 25 years experience working with brands to position them for growth. His deep expertise is in creating beautiful, effective and unique brand identities that bring strategy to life and resonate with audiences. Derek has extensive experience developing consumer, business, community and government brands.
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