Post by account_disabled on Dec 27, 2023 6:48:41 GMT
What do memories smell like? This is the question that the journalist, communication consultant and writer Fernando Ruiz-Goseasacoechea reflects on in his latest publication, which comes after the book "The flavors of memory" (2018) and which, like its predecessor, explores these brands that have left their mark on consumers through the senses . In this new book, also published by Diábolo Ediciones, the sense in which he delves deeper is that of smell. "In both books I take a trip to our childhood, to our youth, recovering those sensations we had and relating them to the commercial brands that surrounded us ," says the author in a video interview given to MarketingDirecto.com . In the case of "The flavors of memory" , Ruiz-Goseascoechea refers to the traditional foods of mothers and grandmothers, food and beverage brands and the modern history of gastronomy in Spain. Now, in "What do memories smell like?" (2020), he goes through the smells that we notice shortly after being born and throughout our lives, the brands and products that have connected with consumers through smell and the memories that we treasure thanks to the aromas.
My generation smelled more because there were more smells and they were deeper and much stronger than those there are now," he explains. This is an essential book for marketing professionals, especially Phone Number List those dedicated to sensory marketing , in which you will find some interesting keys about the smells of yesteryear - which we want to recreate through marketing strategies today -, as well as data and information from big brands. "Smells tend to evoke childhood memories and when you encounter these aromas for the first time a link is forged between smell, memory and emotion ," recalls Ruiz-Goseascoechea. And, according to specialists, the first sense that develops is that of smell. If you do not display the embedded video correctly, click here . Among the brands mentioned in the book are Lagarto soap, Conejo bleach , Norit , Crisol glass cleaner , Netol metal polish , stain removers such as K2R and Imedio glue , among others. There are smells, he tells us, that survive and continue today, like that of Nivea creams . For Fernando Ruiz-Goseascoechea, the most fun part of writing the book is the research and preparation . For his two books, the process began with a list of trademarks that he later related to different moments in the life of a family in Spain in those years.
Many of these brands have disappeared, so he has had to carry out a more exhaustive investigation; others have been acquired by multinationals. The author gradually compiled all the data through the press and, curiously, from pages dedicated to labor conflicts, since many of these companies closed with the crisis of the 70s and 80s, with ERE and reducing staff. In addition to much data and information, the book includes numerous product photographs, logos and advertising of these brands . Some images are my own, and others are from companies or acquaintances who work in vintage stores. Today's brands, according to the writer, no longer leave that indelible mark on the consumer. «We have been experiencing a process of deodorization of society for a long time. It began during the French Revolution when the smell was associated with poverty and disease. Until then, only the Catholic Church fought against odors with incense »he explains. "Nowadays, we associate smell with bad smell." The odor recovery process came out of the closet, literally, with mothballs that were later replaced with lavender or cedar. This attempt was accompanied by the mythical pine tree that is hung from the car to disguise bad odors through an artificial aroma. «We are trying to recover smells that no longer exist, they are only in memories» Nowadays, sensory marketing is complicated in the world of food , he explains.
My generation smelled more because there were more smells and they were deeper and much stronger than those there are now," he explains. This is an essential book for marketing professionals, especially Phone Number List those dedicated to sensory marketing , in which you will find some interesting keys about the smells of yesteryear - which we want to recreate through marketing strategies today -, as well as data and information from big brands. "Smells tend to evoke childhood memories and when you encounter these aromas for the first time a link is forged between smell, memory and emotion ," recalls Ruiz-Goseascoechea. And, according to specialists, the first sense that develops is that of smell. If you do not display the embedded video correctly, click here . Among the brands mentioned in the book are Lagarto soap, Conejo bleach , Norit , Crisol glass cleaner , Netol metal polish , stain removers such as K2R and Imedio glue , among others. There are smells, he tells us, that survive and continue today, like that of Nivea creams . For Fernando Ruiz-Goseascoechea, the most fun part of writing the book is the research and preparation . For his two books, the process began with a list of trademarks that he later related to different moments in the life of a family in Spain in those years.
Many of these brands have disappeared, so he has had to carry out a more exhaustive investigation; others have been acquired by multinationals. The author gradually compiled all the data through the press and, curiously, from pages dedicated to labor conflicts, since many of these companies closed with the crisis of the 70s and 80s, with ERE and reducing staff. In addition to much data and information, the book includes numerous product photographs, logos and advertising of these brands . Some images are my own, and others are from companies or acquaintances who work in vintage stores. Today's brands, according to the writer, no longer leave that indelible mark on the consumer. «We have been experiencing a process of deodorization of society for a long time. It began during the French Revolution when the smell was associated with poverty and disease. Until then, only the Catholic Church fought against odors with incense »he explains. "Nowadays, we associate smell with bad smell." The odor recovery process came out of the closet, literally, with mothballs that were later replaced with lavender or cedar. This attempt was accompanied by the mythical pine tree that is hung from the car to disguise bad odors through an artificial aroma. «We are trying to recover smells that no longer exist, they are only in memories» Nowadays, sensory marketing is complicated in the world of food , he explains.