The juxtaposition of the grossly physical with the structurally normative produces a profound effect: Norms and values become saturated with emotion while emotions are ennobled through contact with values. The monolithic (or rather, ithyphallic) print ad for Macho cologne run by Faberge several years ago, effectively condensing referents to male sexuality, aggression, wealth, and ethnic stereotyping in its rhetorical and iconographic symbolism, nicely illustrates this principle. Thus, symbols function as both storehouse and powerhouse, encoding information which is ultimately authoritative.

The Bruce Effect implied that every male mouse smells different to every other male mouse, at least to female mice, and that he produces a spectrum of odours that vary slightly between individuals of the same strain and differ markedly between individuals of different strains. With lateral thinking on how to prove their theory, Bruce and Parkes turned to Boake, a world famous perfumery.

Knowing how skilful perfumers must be in distinguishing between thousands of different odours, they persuaded some Boake representatives to visit NIMR for the purpose of smelling the mice. They invited them to sniff at pieces of cloth that had each been exposed to different cages of various mouse strains. The perfumers had no difficulty in distinguishing the different strains as all had a unique aroma; they even commented that four of the strains were quite similar – all of which had been bred from one original colony at Hampstead. They also noted that the CBA mouse strain, which was fairly new to NIMR, had a wonderful and pleasantly musky smell that could be of commercial interest in perfume manufacture!

The scent that emerges is floral and fruity and green — as in plant matter — not money-money-money, as the opening to "The Apprentice" theme song goes.

Even Trump describes it as such: "It's a rose flavor; it's an orange flavor; it's lemony... What I did was I really relied on the great people of Estee Lauder. You know, so many companies wanted to do it. They gave me 30 different scents, all of which they felt were good, and I chose the one I liked."