Davis Creative Publishing


PLAN for success.

Who doesn’t love the “Sweet Smell of Success”? I’ve never been too sure exactly what that aroma WAS, but have always been willing to experience it.

A recent article in the NY Times talks about Midwest Airlines and how the sense of SMELL has become a part of their BRAND. They actually BAKE COOKIES, mid-air, for their passengers. I can smell it now . . . mmmmmm . . . sugary, decadent morsels of feel-good comfort. Who doesn’t want to experience “comfort”? Who doesn’t love the aroma of fresh-baked cookies? I’m guessing you, too, just might also be drooling right about now – at the mere mention of the “smell” of cookies baking. The sense of “smell” has become a part of the Midwest Airlines brand. We react to it, and we don’t even have to be sitting in one of their airplanes.

In a New York Times article, Midwest’s director of advertising and branding, James Reichart says, “What I remember most of all . . . was people talking about the aroma. In a closed space like an aircraft cabin . . . to have something as unexpected as the smell of baking cookies, was a real delight for everybody on board.”

It definitely makes me think about flying Midwest Airlines for my next trip (or cookie break).

Does your brand include a PLAN for success? 

What are you doing to differentiate yourself from your competition?

What “morsel of marketing madness” could be your next ticket to a successful brand?

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