The DetroitWick Blog — brand differentiation RSS

Most brands still treat scent as an afterthought. Three of the sharpest — Shinola, StockX, and TRUFF — treated it as infrastructure. Here is what they understood that their competitors still do not.

Two businesses can buy the exact same fragrance and get opposite results. The difference is never the scent. It is the diffusion -- and that is the part competitors cannot copy.