Product Description

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.

Product Details

• Amazon Sales Rank: #397903 in Books
• Published on: 2008-06-20
• Original language: English
• Number of items: 1
• Binding: Hardcover
• 334 pages

Features

• ISBN13: 9780981746005
• Condition: NEW
• Notes: Brand New from Publisher. No Remainder Mark.
• Click here to view our Condition Guide and Shipping Prices

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.

Customer Reviews

WOW!
Wow! This is one of those books that brings to the surface what we intuitively know
to be true.

Fellow marketing and advertising professionals will quickly recognize that scent is
a new, largely untapped opportunity.how many businesses do you know with a scent
policy or strategy, or have even considered how their customers react to the scent
of their products, services or environments?

If they are right, the authors of Whiff! have uncovered what promises to be a huge
new industry, with implications for businesses, large and small in all categories,
from retail, manufacturing, hospitality and healthcare to the military. Winning,
progressive CEOs and companies will get it.the others will have to play catch up.

Well footnoted, it's clear the authors have gone to great lengths to show how
scientific research is making strides to decipher the secret language of scent.I've
read a few other books on scent, but none that have gathered and summarized so much
of the research into one place, while still making it a fun, easy read.

An Eye Opener On Power and Potential of Aroma
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

The planet of scent communication? Beam me up Scotty.
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.