Scentis Summit 2026: How fragrance strengthens brands
On March 18, 2026, GoodAir invites you to the third Scentis Summit on the Säntis. At an altitude of 2,502 meters, experts from business, research and practice will discuss how scent acts as a strategic success factor in brand design. The focus is on the question of how scents create orientation and make brands tangible.
On Wednesday, March 18, 2026, GoodAir invites you to the third Scentis Summit on the Säntis. At an altitude of 2,502 meters, the focus will be on a sense that has long been underestimated in the brand design of many industries - and is now a strategic success factor: the sense of smell. Under the guiding theme ’Scent as a booster for your brand«, experts from business, research and practice will discuss how scent creates orientation and makes brands tangible.
Emotional impact beyond consciousness
The Scentis Summit brings together decision-makers, marketing managers and brand strategists to shed light on a phenomenon that works faster than human consciousness. Fragrances are not filtered rationally. They are deeply anchored in our memory and emotions - where traditional communication is increasingly reaching its limits.
The event will focus on in-depth insights into the impact of scent in brand work. Benjamin Baumli, Head of Expos and Stores at V-ZUG, will show how scent creates orientation, directs paths and makes brands tangible. Prof. Dr. Johanna Gollnhofer from the Institute for Marketing and Customer Insight at the University of St. Gallen will scientifically classify the effect of scent and explain why it influences our decisions before we consciously make them.
From theory to practice
Richard Illi, CEO and owner of Escentina, explains how concrete brand profiles are created from this effect. He gives an insight into the composition of corporate fragrances - and shows why recognizability is not only visible, but can also be smelled. Marcel Hetzel, CEO and partner of GoodAir, makes the link to practice: scent marketing as a precisely placed stimulus that activates neuronal processes and clearly positions brands.
The event will conclude with a panel discussion with the speakers, open to questions and perspectives from the audience. The entertaining afternoon will end with a relaxed networking session, providing an opportunity to exchange ideas and make valuable contacts.
