Scent: Another touch point of a brand

Although I don't drink coffee, but I cant resist the aroma that awakens my senses every time I walk pass the coffee shops. Every time I go to the local shopping mall, almost immediately as I get off my car, it seems as though I am smelling the coffee even before I get anywhere near the shop.
This happens because our sense of smell has a direct link to us being able to recall events, people and places quicker. More insight on why smells has such a powerful effect is explained on the www.uniliver.co.za website: The reason scents work is the fact that your olfactory nerves connect directly with your brain, where scent impulses create virtually instant memories.
With this knowledge, is there an opportunity for brands to use scent as a way to make their consumers remember their store or experience with the particular brand, even though the brand is not necessarily a cosmetic brand? In order for brands to leverage this touch point which is one of our senses: smell; the brand will need to ensure that the scent/smell becomes part of the brand experience, and not just the smell in the shop. There is almost a series of steps and a well defined plan on how a specific scent will be used to be part of the customer experience. Almost a total or complete strategy that focuses in the touch point of smell will have to be formulated. Beginning with the brand identifying the kind of smell they desire the brand to be associated with, doing some research on what moods different smells can bring to people, and, if consumer will like the particular smell. If the brand has different stores, how will all the different outlets, stores maintain the same uniform in the look and feel, including the smell, that will make consumers have the same experience even if they happen to be in different geographical locations but find the same store.
Although smell may appear to be a menial and unimportant aspect of the brand, if used correctly it has power to be part of the signature and definitely influence the decision making of the consumers.
Aromatherapy has been in existence for a long time.

Anthropologists speculate that as early as 7000 BC, man anointed the body with fragrant ointments from oils and plants. The Greeks, Romans, Egyptians and Chinese all used essential oils not only for bathing and perfume, but for healing as well. Today, we refer to the power of scents on our mental and physical well-being as aromatherapy.