I remember Tim recounting the story of a field visit he had taken students on. They were standing in the foyer of a five star hotel with the GM discussing the detail of the servicescape. The GM asked the students to smell the air – that he said, is our company’s signature smell. Students were speechless. No matter that we had talked about engaging all of the senses in lectures…. The concept that a company would actively scent their environment seem to shock the group. Here is a good little article on the practise of Scent Branding.