If we were practical, we wouldn't buy Ferraris, $5 cups of coffee, or $3k purses. Why do we buy (or at least want to buy) those things? Simple. Emotion (and then we back our decision with rationale). Or if you believe that emotion is just for girls (or the weak), then call it instinct, intuition, or "gut feeling"...we're talking about the same thing in this instance.
Human psychology is a fascinating science. That's why Test Monki is constantly studying the latest in neuromarketing. Customers make decisions based on a large number of factors and although it is impossible to influence them all, we try to strike a balance between appealing to BOTH the emotional and rational sides of your target audience's brain.
A powerful brand is one that can be more than just seen—it can also be smelled, tasted, touched and heard and is expressed at every touch point. An experiential brand creates a much deeper level of engagement because it creates a complete experience that envelopes its audience.
Smell is arguably the strongest of senses. There are more connections between the olfactory region of the brain to the place where emotional memories are processed than any of the other senses we have. 75% of our emotions are generated by smell (women are more sensitive to smells than men).