Comments on: branding the future

By: ksevin

ksevin — Thu, 27 Dec 2007 09:06:39 +0000

I think big brands are important to lead the auto-motor industry.

By: Octavian

Octavian — Fri, 07 Dec 2007 03:30:21 +0000

Is not that strong, not that known and not that easy to achieve now. I agree estetik. There are other easy to do things like inspiration from massmarket put into prestige perfumes (I saw 4 examples, 2 Loreal, one Lauder). Even now, in winter, I smell Colette perfume in the street, more than 15 meters away from the door. It’s a strange feeling when you walk on a street and suddenly you smell Colette and see it 5 minutes after.
I have another example of strong smelling space … but it’s not branding. Givaudan in Argenteuil has the same off smell (residual but pleasant) in the corridors in the past 6 months.

By: estetik

estetik — Mon, 03 Dec 2007 11:21:54 +0000

I think big brands need new ideas to sell their products. Olfactive branding is not really enough to achieve the goals.

By: Octavian

Octavian — Mon, 01 Oct 2007 09:28:50 +0000

There are a lot of candles from Alberto Morillas there. I think the whole range. That’s why I get frustrated every time I go there. It’s hard to smell them (wrong placement).
4.I hope that will happen one day. I have dozens of them but ideas hidden in a drawer are useless.:(

By: Nobi

Nobi — Mon, 01 Oct 2007 00:25:18 +0000

1. I won’t argue about trendy/cool with someone in Paris. I’m just a Brooklynite who admires the way young trendy Europeans are dressed.
2. I do not like candles, period. The only reason I don’t trash about the candles at colette is… some of them are from dear Alberto Morillas.
3. Yep, olfactive branding can become a great business. But I see it more like a consulting job, and I wonder how suppliers can shift to that direction. They need to start billing their clients for their presentations and all other kinds of services that are not billed to their clients at the moment.
4. One day big companies will be paying big bucks for what you are saying here. So keep it for yourself

By: Octavian

Octavian — Sun, 30 Sep 2007 23:35:03 +0000

But olfactive branding can be a goldmine for small supplier companies…maybe.
For branding:
Or something like…the “JLO” is scenting for you Colette store next week, come and smell the shop and feel like in JLO’s boudoir. A buzz to increase the traffic.
If celebs were put in fragrances… why not “branding” their private area. Like… come in this restaurant and feel cosy like Brand and Angelina on their veranda. Or… in center of NY/Paris feel the emotion of Niagara through a recreated smell… etc
I believe that fragrancing the ambient can be more than just potpourri or rose candle.

By: Octavian

Octavian — Sun, 30 Sep 2007 22:58:36 +0000

It smells even around the shop,right from the entrance. Am I wrong about what is trendy/cool supposed to mean today? They still do a great job, but not for men fashion. I think that part is not quite well managed or neglected. They should do it also for the fragrance (the cosmetics are very well done) and reduce the candles ! They are just near the door and too many. I always have trouble to smell them.

By: Nobi

Nobi — Sun, 30 Sep 2007 16:26:26 +0000

Hmmm… then, I don’t recall it. Was I too distracted by a girl named Leo there?
But if the scent is their olfactive identity, I think it shouldn’t change often.
And regarding colette not being trendy or cool any more, well, I won’t disagree with that even a few years ago (I prefer to be diplomatic with sarah :-D). They have been around for nearly ten years, and I think they have done a great job there.