Opinion: Sniffing out an overlooked branding opportunity

Oh, the wonderful world of smell and taste. Remember the smell of Crayola crayons we drew with as children - you might have even tasted them. In the traditional world of branding, the importance of the Crayola smell, the smell of a new car or the tactile feeling of a Coke bottle passes without notice. Yet these sensory touch points are an integral facet of these products. They are so essential that, if used correctly, they will be worth untold millions of dollars.