Omni smells brand

USA Today announced that Omni hotels have just introduced their own corporate smell, a mixture of lemongrass and mixed with green tea. This iconic scenting for the 40-plus hotel group is similar to what Aveda has done for its salons, and what Samsung has created in its experience stores. Branding a corporate smell is an overlooked area, and since the sense of smell can summon positive (and negative) associations, it is an incredibly powerful and robust primal icon that marketers should be aware of.