{"id":235,"date":"2007-09-30T10:14:46","date_gmt":"2007-09-30T14:14:46","guid":{"rendered":"http:\/\/whatwedoissecret.org\/madebyblog\/2007\/09\/30\/branding-the-future\/"},"modified":"2008-01-06T17:29:00","modified_gmt":"2008-01-06T21:29:00","slug":"branding-the-future","status":"publish","type":"post","link":"https:\/\/www.whatwedoissecret.org\/madebyblog\/2007\/09\/branding-the-future\/","title":{"rendered":"branding the future"},"content":{"rendered":"

\"mercedes.jpg\"<\/p>\n

I haven’t been to Colette for a while, and a recent post in 1000fragrances<\/a> certainly made me want to check out the store. It’s not surprising to hear that this hip store in Paris has done a good job of building its olfactive identity. After all this is the store in Paris run by an innovative trendsetter ‘sarah’.<\/p>\n

Olfactive branding is a relatively new area in the fragrance business… but I see two problems here.<\/p>\n

The first issue is whether to scent a space or to launch an olfactive campaign, it doesn’t require tons of fragrance oil to achieve these goals. This is not really a good business for the suppliers. To profit from this new trend the suppliers will need to change their old-fashioned billing system which has been spoiling their clients for many years and be prepared for a new business form. Not an easy thing to do.<\/p>\n

Solving the second issue could be even more difficult. Today’s big companies are like young people. They want to be cool. However both fragrance business and its market are uncool, and worst of all, this is contagious – an example: Tom Ford used to be cool, and Estee Lauder wanted to borrow some of his leftover aura. In the beginning of Lauder-Ford alliance, some people in the industry made fun of one of the big bosses at Lauder who was trying to dress like Tom Ford. How does the relationship look today? I think Tom blended in with Estee Lauder so nicely that it’s hard to remember that he had been undeniably cool in the ’90s… will it be possible to change this uncool environment into a cool one, and how? That I don’t know yet.<\/p>\n","protected":false},"excerpt":{"rendered":"

I haven’t been to Colette for a while, and a recent post in 1000fragrances certainly made me want to check out the store. It’s not surprising to hear that this hip store in Paris has done a good job of building its olfactive identity. After all this is the store in Paris run by an […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":false,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[27],"tags":[],"class_list":["post-235","post","type-post","status-publish","format-standard","hentry","category-perfume"],"yoast_head":"\nbranding the future - WHAT WE DO IS SECRET<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.whatwedoissecret.org\/madebyblog\/2007\/09\/branding-the-future\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"branding the future - WHAT WE DO IS SECRET\" \/>\n<meta property=\"og:description\" content=\"I haven’t been to Colette for a while, and a recent post in 1000fragrances certainly made me want to check out the store. 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It is a bit of nostalgia for me not only visually but also olfactively - I can smell Japan in every corner of the film! \u3082\u306e\u3092\u898b\u3066\u5302\u3044\u3092\u601d\u3044\u51fa\u3059\u3068\u3044\u3046\u3053\u3068\u306f\u73cd\u3057\u304f\u306a\u3044\u304b\u3082\u3057\u308c\u306a\u3044\u304c\u3001\u9685\u304b\u3089\u9685\u307e\u3067\u5302\u3044\u3092\u601d\u3044\u8d77\u3053\u3055\u305b\u3089\u308c\u308b\u3088\u3046\u306a\u52d5\u753b\u306b\u51fa\u4f1a\u3046\u3053\u3068\u306f\u6ec5\u591a\u306b\u7121\u3044\u3002\u30a2\u30e1\u30ea\u30ab\u3067\u306e\u751f\u6d3b\u306e\u65b9\u304c\u9577\u304f\u306a\u3063\u3066\u8eab\u3068\u3063\u3066\u306f\u3001\u90f7\u6101\u306e\u5ff5\u3092\u62b1\u304b\u305a\u306b\u306f\u3044\u3089\u308c\u306a\u3044\u4e00\u7de8\u3060\u3002","rel":"","context":"In "Video"","block_context":{"text":"Video","link":"https:\/\/www.whatwedoissecret.org\/madebyblog\/category\/video\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]},{"id":1,"url":"https:\/\/www.whatwedoissecret.org\/madebyblog\/2006\/05\/welcome-to-made-by-blog\/","url_meta":{"origin":235,"position":5},"title":"Welcome to Made by Blog!","author":"no.bi","date":"May 24, 2006","format":false,"excerpt":"Since the beginning of 2005 several blogs devoted to scent have appeared on the web. 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Interestingly enough, in this small community, there is\u2026","rel":"","context":"In "Made by Blog"","block_context":{"text":"Made by Blog","link":"https:\/\/www.whatwedoissecret.org\/madebyblog\/category\/v1\/"},"img":{"alt_text":"","src":"","width":0,"height":0},"classes":[]}],"_links":{"self":[{"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/posts\/235","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/comments?post=235"}],"version-history":[{"count":0,"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/posts\/235\/revisions"}],"wp:attachment":[{"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/media?parent=235"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/categories?post=235"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.whatwedoissecret.org\/madebyblog\/wp-json\/wp\/v2\/tags?post=235"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}