Ep. 9 Designing Signature Luxury: Miles Guy Cantley on Fragrance, Branding, and Innovation in Yachting

In this episode of The Yachting Brief, Kate Teare interviews Miles Guy Cantley, founder of Viveur, a studio specialising in architectural fragrancing. They discuss the importance of scent in branding, particularly in the yachting industry, and how it can enhance customer experiences. Miles shares insights on the challenges of introducing sensory marketing in a conservative industry, the emotional connections that fragrances can create, and the potential for future collaborations with luxury brands. The conversation emphasises the need for a strategic approach to fragrance in marketing and the opportunities it presents for creating unique and memorable experiences.

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If you’re a yacht industry expert looking to elevate your brand and grow your business, I’d love to connect. I offer tailored guidance to help you navigate brand strategy and unlock new growth opportunities.

Feel free to reach out at ⁠ 👋🏻

LinkedIn: ⁠⁠⁠Kate Teare⁠⁠⁠

Instagram: ⁠⁠⁠https://www.instagram.com/studio_voyage_/⁠⁠⁠

Website: ⁠⁠⁠www.studiovoyage.co.uk⁠⁠

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00:00 Introduction to Sensory Marketing

02:22 The Power of Scent in Branding

05:26 Challenges in the Yachting Industry

08:28 Creating Unique Experiences through Fragrance

11:02 Case Studies in Sensory Marketing

13:18 The Process of Developing Fragrances

16:02 The Future of Experience Platforms

25:50 Emotional Branding Through Fragrance

28:32 The Customisation Process of Fragrance Design

28:39 Creating Memorable Experiences with Scent

30:58 Strategic Fragrance Application in High-Stress Environments

31:57 The Importance of Time and Planning in Yachting

34:24 Theme-Based Fragrance Collections

35:51 Elevating Guest Experiences in Yachting

39:12 The Role of Scent in Luxury Branding

43:03 Future Directions for Fragrance in Hospitality

Keywords

sensory marketing, fragrance branding, yachting industry, customer experience, emotional connection, luxury branding, ambient scent, marketing strategy, yacht design, experiential marketing