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Whiff! The Revolution of Scent Communication in the Information Age
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Whiff! The Revolution of Scent Communication in the Information Age [Hardcover]

C. Russell Brumfield , James Goldney , Stephanie Gunning
4.3 out of 5 stars  See all reviews (11 customer reviews)

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Book Description

June 20, 2008
Secretly, scores of Fortune 500 companies, like Proctor & Gamble, Disney, Bloomingdales, Lexus, Reebok, Sony, Samsung, and Starwood Hotels, have been using aroma to bypass their competition. These cutting edge companies are using scent research to trigger and enhance customers emotions, perceptions, and brand loyalty, resulting in increased sales and satisfied customers.

Whiff! conveniently pulls back the veil for the rest of the $3.9 trillion U.S. retail marketing trade, so that innovative small and mid-sized businesses can share the advantage of the big boys. Yet this is only the beginning stage of the scent revolution. This global wave is changing how branding and marketing experts communicate with their customers at every level across every industry.

Whiff! reveals how exciting new scent discoveries are being applied to safety, security, healthcare, navigation, diagnostics, product design, and even on the battlefield.

With a comprehensive overview of this global phenomenon, Brumfield and his team offer up a breath-taking whiff of the future and a plan of how to get in the game.

Exciting Revelations from Whiff!

  • How Endorphin Branding can trigger a patterned, physiological, feel-good response in the consumer.
  • Research showing an almost doubling of retail sales receipts.
  • Embedded scent marketing triggers used to spark sales of tread-worn tires, brake pads, fan belts, batteries, and appliances.
  • Combating the global trillion-dollar counterfeit trade with scent.
  • Fashion s big future in scented intelligent and emotional clothing.
  • Life-saving scents that eradicate the killer Superbug MRSA and other deadly infectious microbes.
  • Scent alarm warning systems to alert the public of impending tsunamis, earthquakes, terrorist attacks, and school shootings.
  • Battlefield scents for combat, communication, training, and non-lethal Stench Bombs.
  • A CIA initiative is becoming a Big Brother reality as the U.S. spends millions on an ominous plan to gather and store the unique signature scent of humans.

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Editorial Reviews

About the Author

C. Russell Brumfield is a classic entrepreneur with a keen ability to identify upcoming trends and to harness their potential. With an endless curiosity that is as diverse as his career, he is a student of science, technology, business, marketing, philosophy, religion and metaphysics. His interests and experience have afforded him the insight to grasp the nature and potential of the pioneering field of scent communication. He is continually involved in new start-up ventures, and has built several multi-million dollar companies. His most notable venture has been Wizard Studios, an entertainment, event, and experiential design company catering to the Fortune 500. With clients like Chrysler, Lexus, Motorola, FedEx, Pfizer, Colgate, MTV, Disney, and the NFL, he became a trailblazer in the industry.

With business partner James Goldney, he founded Whiff Solutions, the world s leading scent marketing and branding company, providing leading edge companies with expertise and advice in the science, technology and the application of scent marketing and communication.

Over the course of his career, Brumfield has conceived and honed many revolutionary concepts in his fields of endeavor. Now, with a laser focus on the amazing powers of scent, he has formulated new and exciting strategies and applications to benefit business and society. Delivering his message with clarity and wit, he is a sought after speaker for international audiences, and an entertaining teacher for seminars and workshops.

James Goldney is a leading expert in the field of scent marketing and communication. An entrepreneur and business owner, his career includes working for private and publicly held companies covering a broad range of industries, including real estate, telecommunications, and hospitality. His expertise is in the creation and implementation of business strategies, and implementing new technologies. He has over 15 years of corporate writing, speaking, and presentation experience.

He has served as chief operating officer and marketing VP of a Florida-based real estate company. Earlier in his career, he was in on the forefront of the Internet boom, serving as director of marketing and investor relations for a $300 million public company which grew to the largest of its kind in the Midwest.

Stephanie Gunning is a bestselling author, editor, and publishing consultant. She is the coauthor of more than 18 books and editor of hundreds. Her A-list clientele includes New York Times and national bestselling authors Gregg Braden, Hale Dwoskin, Dr. Ruby Payne, and Dr. Frank Lipman, major publishing firms, top caliber literary agencies, and innovative independent publishers.

After graduating with a B.A. from Amherst College in 1984, Gunning launched her publishing career in New York City, rapidly rising through the ranks as an editor at HarperCollins Publishers and then as a senior editor at Bantam Doubleday Dell. She left the ranks and went solo in 1996, and has never looked back. After a full career in the nonfiction genre, she has just completed her first screenplay.

Product Details

  • Hardcover: 334 pages
  • Publisher: Quimby Press; First edition (June 20, 2008)
  • Language: English
  • ISBN-10: 0981746004
  • ISBN-13: 978-0981746005
  • Product Dimensions: 6.2 x 9.1 x 1.1 inches
  • Shipping Weight: 1.4 pounds
  • Average Customer Review: 4.3 out of 5 stars  See all reviews (11 customer reviews)
  • Amazon Best Sellers Rank: #1,756,620 in Books (See Top 100 in Books)

Customer Reviews

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Top Customer Reviews
2 of 2 people found the following review helpful
4.0 out of 5 stars An Eye Opener On Power and Potential of Aroma August 18, 2008
I've always considered smell the most evocative of senses, the one most likely to trigger a visceral, emotional reaction or specific memory. Whiff! explains the reasons for this, and goes on to demonstrate by example and suggestion why scent, the original communications medium, can be the most powerful "new" form of communication in the 21st century -- not only for business and marketing, but other civic and social applications. Just when you think Brumfield is going off the deep end with his suggestions and prophesies for the application of scent, he startles you with a real-world example that shows his imaginings are merely the evolution of trends already in place.

The frequent citations in the book keep it from being a breezy read, but they add credibility to the overall case Brumfield et. al. build in predicting a surge in scent-based communications applications and vehicles.

I met Brumfield prior to the publication of the book when he spoke as one of three panelists discussing non-visual branding; as a result, I struck up an acqaintance and, later, engaged him in a business relationship. Brumfield's passion for his topic is sincere and deeply-held.

His book goes well beyond the branding uses for scent, but anyone interested in scent as a marketing and branding mechanism will be fascinated and better formed for having read Whiff!

Rich Roher
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2 of 2 people found the following review helpful
4.0 out of 5 stars The planet of scent communication? Beam me up Scotty. August 17, 2008
By Mrs Z
Scent branding, aroma marketing? It sounds like a review for a new animal planet program or a sci-fi channel mini-series. Or maybe just a nifty new Bath and Body Works advertisement. The last is closest to the truth but it is only a whiff of the potential uses of our sense of smell. Scent is a cutting edge marketing technology being used today to enhance and influence the shopping experience of the modern consumer in every industry from retail to hospitality and beyond. This book is a must read for anyone involved in marketing, advertising, branding, communications or even the geek interested in cutting-edge, out of the box ideas.
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1 of 1 people found the following review helpful
4.0 out of 5 stars If you love Blink, you have to read Whiff August 25, 2008
If you are a fan of business/behavioral trends books like Blink, Sway, A Whole New Mind and The Wisdom of Crowds, you'll love Whiff. Russell Brumfield applies a new branding paradigm to a multitude of industries in fun, fast-paced manner. Best of all, it is backed with plenty of quantitative evidence and case studies. Scent's potential goes way beyond marketing to wellness, fraud protection, retail, homeland security and fashion. Did you know certain scented oils have been proven to reduce deadly MRSA hospital infections far better than toxic chemicals? Nobody is better positioned than Russell to explore this new world, a serial entrepreneur, scent marketing guru and renaissance raconteur. Scent's potential to transform the ways we buy, interact with each other and run our lives is nearly unlimited because of how it bypasses the brain's normal filtering process. When you read this book, you feel the same excitement as the early days of the internet. From the start, you'll sense Russell's hearty enthusiasm for scent's unlimited future, spurring on your own creative juices.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Whiff will make you wake up and smell the coffee! August 28, 2008
Whiff takes us on an incredible journey through the world of aroma and Scent Marketing. It is an in depth and vivid portrait of a new phenomena which walks us through the dynamics and importance of scent in the market place. Russel Brumfield picks up where Martin Lindstrum left off in Brand Sense. Lindstrum opened many eyes with his cutting edge book on Multi-sensory branding and made strong arguments why the sense of smell is the most important of all the senses. Brumfield picks up the scent trail and runs with it. Although Whiff is loaded with a great deal of science and marketing information, it is an easy read. Whiff is jam packed with interesting thought provoking information. As a Scent Marketing industry professional, I was amazed at the amount of information Russell has amassed of which even I was unaware. While Whiff could be an industry text book, Russell's glib writing style keeps you turning the pages. I highly recommend Whiff as a must read -especially for brand owners seeking to stay ahead of the curve.
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1 of 1 people found the following review helpful
5.0 out of 5 stars An Eye-Opener for Consumers and Sellers August 16, 2008
I've always been aware that certain smells seem to trigger unexpected emotional responses, but I didn't have a clue as to just how closely scent and memory are linked in all of us (it turns out that I'm not the only one who gets melancholy over a whiff of Play-Doh), let alone how this phenomenon impacts day-to-day decisions. This book lays out the psychology of scent so seamlessly that you might not realize how much information you're absorbing until the next time you walk into a department store or food court or automobile dealership and it hits you that your sudden impulse to buy that new purse or cinnamon bun or "new car"-scented convertible wasn't actually impulsive at all, but a conditioned response to a carefully engineered stimulus. The applications and statistics discussed make it clear why "endorphin branding" might be considered controversial--it's almost too effective a marketing technique to be considered "fair" by businesses which aren't yet utilizing it.
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1 of 1 people found the following review helpful
5.0 out of 5 stars Don't Let Your Nose Get Bent Out of Shape October 16, 2008
To say that retail marketing has gone too far wouldn't be going far enough. We are now in the realm of Pheromone enhanced packaging to lure lusty women to purchase cooking products... and if you are in that line of work, is it fair? No. But if you don't know what they're doing, and how to do it yourself, you'll never survive.

This book Whiff! exposes the Wizard behind the curtain, gives insight into our own buying habits and ensures a more even playing field for the bootstrapping entrepreneurs launching the next big thing. Seriously, if you want your customers to buy anything, you need to read this book. :)
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