Traditionally, a brand identity is made up of visual elements. However, studies have shown that to create customer loyalty brands need to start creating an exceptional experience. This means that the way that the business presents itself to its consumer has to provide a well-rounded experiential experience.

So, what other elements helps consumers to identify a brand?


In fact, Hasbro’s iconic PLAY-DOH scent is a trademark of the brand, recognized by the United States Patent and Trademark Office. The trademarked scent, which Hasbro describes as a unique scent formed through the combination of a sweet, slightly musky, vanilla-like fragrance, with slight overtones of cherry, and the natural smell of a salted, wheat-based dough.

“The scent of PLAY-DOH compound has always been synonymous with childhood and fun,” said Jonathan Berkowitz, senior vice president of Global Marketing for the PLAY-DOH brand. “By officially trademarking the iconic scent, we are able to protect an invaluable point of connection between the brand and fans for years to come.”