The article introduces a scent experiment undertaken by experts Sonja Reinholz and Stella Norwig, who help businesses craft their signature fragrances. This initiative seeks to awaken appreciation for the sense of smell, which is frequently neglected in a society that prioritizes visual stimuli over olfactory experiences. The authors pose the intriguing question: what does the F.A.Z. (Frankfurter Allgemeine Zeitung) itself smell like, prompting reflection on a brand's sensory identity.

Reinholz and Norwig argue that human perceptions of smell have diminished due to cultural conditioning and the dominance of visual media. They contend that while the visual elements of branding are extensively considered, the olfactory aspects are often overlooked. This lack of attention to scent may inhibit companies from connecting with consumers on a deeper sensory level, leading to a missed opportunity in brand engagement.

The article emphasizes the need for businesses to explore the olfactory dimension of their brand identity. By doing so, companies can enhance their overall market presence and consumer loyalty. This approach not only promotes a richer interaction with customers but also aligns with historical insights into human sensory experiences, re-introducing smell as a legitimate and vital aspect of branding in modern commerce.