The sense of smell is the most powerful sense we have...

...when it comes to evoking memories -- and many hotel chains and retail companies are using the sense of smell as a tool for building consistent, memorable brand experiences.

I just read in Iconoculture that Japanese movie theatres are using ‘scene-synchronized scents’ to enhance the cinematic experience and create memories that last beyond the end of the film.

How can you use the sense of smell in your branding acitivites?