I love the smell of branding in the morning

I was surprised recently to discover that I had fallen way behind in understanding just how far brands had evolved in engaging with customers on a sensory level. I was well aware of the evolution from what a brand looks like (logo, colors, graphics, typefaces) to how a brand speaks (tone, style, language, voice) to what a brand sounds like. And I was comfortable in my belief that distinctive audio signatures, like Intel and NBC use, were the most recent advances in bringing brands to life.