Shortly after launching my blog, I was invited to VCCP‘s global headquarters in London to deliver a presentation focused on the use of scents in creating brand identities.
I was very excited to receive this invitation as VCCP is one of the most well respected creative agencies in the world. They work with some of the largest brands across multiple industries and jurisdictions. As innovators, VCCP devises new strategies for brands to make meaningful connections with their end clients.
My scent presentation was one of a series of monthly talks held by VCCP as part of their ‘Curious Sessions‘ aimed at inspiring innovation.
My Presentation
I started with a case study of the brands that have created internationally recognisable scent logos. Abercrombie & Fitch’s multi-million dollar cologne ‘Fierce’ is a perfect example of this.
I then explained the olfactory system, the way in which we smell and its link to our memories.
The presentation then focused on the fragrance industry in general which led to me deconstructing a fragrance, the interactive part of the presentation. I provided examples of top, middle and base notes (essential oils) as well as raw materials like sandalwood and amber. I used this exercise to demonstrate how fragrances are created and to encourage a debate about how scents can create a story.
The talk ended with a discussion about the different scents that one might associate with leading brands and personalities. For example, strong scented woods like cedar or sandalwood could be used for furniture companies like Ikea. We then explored why the smell of roses reminded us of the Queen. The connections were and are endless.
The Video
Below is a condensed video of my session.
I had a lot of fun delivering my presentation and was glad to have such an engaging crowd.
VCCP, I look forward to working with you again in the future!
Leave a Comment