Smells like Branding
How scent shapes brands and emotions
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Please note that the event will be held in German.
‘There is a persuasive power in scent that is stronger than words, sight, feeling and will.’ This famous quote from Patrick Süskind’s classic novel ‘Perfume’ describes the seemingly irresistible power of scent. But can ambient scents really influence consumer behaviour in the long term? Can the use of ambient scents improve the perception of services, for example? Do ambient scents also have an effect when we are not consciously aware of them? And how do we react when a familiar ambient scent is suddenly discontinued?
After short guided tours of the exhibition ‘The Secret Power of Scents’, Prof. Marko Sarstedt will address these and many other questions in his lecture.
In a subsequent panel discussion, Sarstedt, Dr Katharina Baumgarten-Sudmann from Henkel and Robert Müller-Grünow, curator of the exhibition, will talk about how smell shapes brands and influences emotions.
The event is being held in cooperation with the Marketing Club Düsseldorf. After the discussion, there will be an opportunity for further exchange in the bar in the Creamcheese Room.
Schedule
6:00 p.m. Short tours of the exhibition ‘The Secret Power of Scents’
6:45 p.m. Lecture by Prof. Marko Sarstedt
7:05 p.m. Panel discussion and Q&A
7:45 p.m. Networking
Marko Sarstedt is Professor of Marketing at Ludwig Maximilian University in Munich and Associate Professor at Babeș-Bolyai University in Cluj, Romania. His research focuses on improving statistical analysis methods to better understand consumer behaviour. In March 2022, he was awarded an honorary doctorate from Babeș-Bolyai University for his research achievements and international cooperation.
Dr Katharina Baumgarten-Sudmann is Vice President Research & Development at Henkel Consumer Brands Europe. The Persil brand also belongs to Henkel. Washing with Persil has been part of everyday life in German households for over a hundred years. Its characteristic smell brings back childhood memories for many people.
Robert Müller-Grünow is a pioneer in fragrance technologies, author of the book ‘Die geheime Macht der Düfte’ (The Secret Power of Fragrances) and curator of the exhibition of the same name, which can be seen from 29 October 2025 to 8 March 2026 in the Kunstpalast’s collection tour.