Originally written on NESN.com  |  Last updated 5/21/13

Looking to help build your brand? As one corporate toucan would say, “Just follow your nose!” According to DNA Info, Barclays Center in Brooklyn pumps its own “signature scent” into the air in an attempt to identify that smell with the arena and help build brand identity. Moreover, this isn’t necessarily a new trend, even in the sports world. The scent is the work of a company called ScentAir, which creates customized smells and provides the technology necessary to spread that scent in a large venue, like, say, a basketball arena. According to DNA Info, similar strategies have been implemented everywhere from the Hershey’s store in Times Square to Cowboys Stadium and Edward Jones Dome. Many fans had noticed the scent wafting around the hallways at Barclays Center, voicing their interest or disapproval on social media. The Barclays’ scent has been described as having citrus hints, possibly akin to a high-end men’s cologne. Photo via Wikimedia Commons/Barclays Center

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