 Travelers who took several flights on Singapore Airlines and were asked about the smell reported they instantly recognized it upon entering the aircraft, it is a smell that has the capabilities to jump-start a chain of emotions and comfortable memories, which is exactly what companies are looking for when entering this type of sensorial branding.The sense of taste is considered to be the most intimate one because we can't taste anything from a distance.It is also believed to be the most distinctly emotional sense.