Friction. Brand value, change management, scent.

As your nose discovers scents, they are registered by the olfactory bulb, which is connected to your memory retention. Because of this, certain smells can easily remind you of specific memories of events, things, and people. The way you smell is also an essential part of your overall style and appeal… and the impression you make on others. 

Ultimately there are two ways a business can grow without creating new products or services. By lowering or raising prices, or increasing the perceived value of what they already have.

Branding, and the brand strategy that underpins this, is all about increasing the perceived value of a product or service.

Ted Kinni: I ran across reactance in a recently published book, The Human Element: Overcoming the Resistance That Awaits New Ideas, by Loran Nordgren, an organizational psychologist and professor at the Kellogg School of Management, and David Schonthal, a clinical professor at Kellogg and director of its venture accelerator program. Nordgren and Schonthal seek to add what they call friction theory to the discipline of change management, arguing that corporate change initiatives often fail because leaders focus their attention on attracting people to their cause, while neglecting four frictions that work against change: inertia, effort, emotion, and yes, reactance.