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| Whiff! The Revolution of Scent Communication in the Information Age | 
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| Author: C. Russell Brumfield
Publisher: Quimby Press
Category: Book
List Price: $24.95
Buy New: $16.21
You Save: $8.74 (35%)
Buy New/Used from $7.91
Avg. Customer Rating:  (7 reviews)
Sales Rank: 114216
Languages: English (Original Language), English (Unknown), English (Published)
Media: Hardcover
Edition: First
Number Of Items: 1
Pages: 334
Shipping Weight (lbs): 1.5
Dimensions (in): 9.1 x 6.1 x 1.1
ISBN: 0981746004
Dewey Decimal Number: 650
EAN: 9780981746005
ASIN: 0981746004
Publication Date: June 20, 2008
Availability: Usually ships in 1-2 business days
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| Editorial Reviews:
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.
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| Customer Reviews: Read 2 more reviews...
 The Ultimate Branding Tool October 1, 2008
Whiff is so smart and full of interesting relevant facts for marketers. It should make all of us stop and think about how we approach business. Endorphin Branding should be incorporated in all of branding conversations. It makes sense. Look forward to more insights from Russell and James
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.
 If you love Blink, you have to read Whiff August 26, 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.
WOW! August 22, 2008
1 out of 1 found this review helpful
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 August 18, 2008
1 out of 1 found this review helpful
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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