Brands have become indispensable in our world, and communication for a brand plays an increasingly important role: Only if a brand has a distinct and concise profile in the prevailing competitive landscape will it survive. In addition to the long-used visual and auditory stimuli, interest in the use of other sensory stimuli is growing. Jan Eric Rempel examines the impact of olfactory stimuli in brand communication. He demonstrates that they can influence various target metrics of brand management both positively and negatively: Only a scent that is precisely aligned with the brand positioning leads to more effective communication than a scent-free environment. Scents also affect the efficiency of learning. Thus, brand positioning is understood much more quickly with well-coordinated communication.