Swag Branding Techniques

𝙈𝙤𝙨𝙩 𝙗𝙧𝙖𝙣𝙙𝙚𝙙 𝙜𝙞𝙛𝙩𝙨 𝙚𝙣𝙙 𝙪𝙥 𝙞𝙣 𝙩𝙝𝙚 𝙗𝙖𝙘𝙠 𝙤𝙛 𝙨𝙤𝙢𝙚𝙤𝙣𝙚’𝙨 𝙩𝙧𝙪𝙘𝙠 𝙤𝙧 𝙡𝙚𝙛𝙩 𝙗𝙚𝙝𝙞𝙣𝙙 𝙞𝙣 𝙩𝙝𝙚 𝙗𝙧𝙚𝙖𝙠𝙧𝙤𝙤𝙢. It’s not because people don’t appreciate free things. It’s because most company swag just misses the mark, especially for employees working in Oil & Gas, Energy, and Construction. Here’s what happens: Someone in HR or marketing places a big order for coffee mugs, notepads, or another set of pens with the company logo. The items get handed out at a safety meeting or a holiday lunch. Everyone smiles, says “thanks,” and then... 𝘵𝘩𝘢𝘵 𝘮𝘶𝘨 𝘨𝘦𝘵𝘴 𝘭𝘰𝘴𝘵 𝘪𝘯 𝘵𝘩𝘦 𝘴𝘩𝘶𝘧𝘧𝘭𝘦, 𝘵𝘩𝘦 𝘯𝘰𝘵𝘦𝘱𝘢𝘥 𝘦𝘯𝘥𝘴 𝘶𝘱 𝘪𝘯 𝘢 𝘱𝘪𝘭𝘦, 𝘢𝘯𝘥 𝘵𝘩𝘦 𝘱𝘦𝘯 𝘥𝘪𝘴𝘢𝘱𝘱𝘦𝘢𝘳𝘴 𝘣𝘺 𝘯𝘦𝘹𝘵 𝘸𝘦𝘦𝘬. If you want your branded gifts to actually get used (and keep your logo visible), you have to think about what really fits the day-to-day reality of folks working out in the field or on a job site. Here’s what consistently works and what always falls flat: 𝘚𝘬𝘪𝘱 𝘵𝘩𝘦 𝘤𝘭𝘪𝘤𝘩é “𝘰𝘧𝘧𝘪𝘤𝘦” 𝘴𝘸𝘢𝘨. Coffee mugs, mouse pads, and USB sticks don’t mean much to someone working outdoors or in safety gear. 𝗜𝗻𝘀𝘁𝗲𝗮𝗱, 𝗳𝗼𝗰𝘂𝘀 𝗼𝗻 𝗾𝘂𝗮𝗹𝗶𝘁𝘆 𝗮𝗻𝗱 𝘂𝘀𝗲𝗳𝘂𝗹𝗻𝗲𝘀𝘀: 𝘽𝙧𝙖𝙣𝙙𝙚𝙙 𝙬𝙤𝙧𝙠𝙬𝙚𝙖𝙧: Jackets, vests, moisture-wicking shirts, or hats that are tough enough for real work and actually comfortable. If it feels good, people will wear it and your logo will go everywhere they do. 𝙃𝙚𝙖𝙫𝙮-𝙙𝙪𝙩𝙮 𝙙𝙧𝙞𝙣𝙠𝙬𝙖𝙧𝙚: Insulated water bottles or coolers that keep drinks cold during a long shift. If it can survive being tossed around in a truck, even better. 𝙐𝙨𝙚𝙛𝙪𝙡 𝙜𝙚𝙖𝙧: Tool bags, multi-tools, flashlight keychains, or gear organizers with the company logo. These become part of the daily kit. 𝙋𝙋𝙀 𝙪𝙥𝙜𝙧𝙖𝙙𝙚𝙨: Safety glasses, branded gloves, or ear protection ONLY if you can beat the standard-issue stuff. If it’s flimsy, it won’t make it past the first week. 𝘞𝘩𝘢𝘵 𝘯𝘦𝘷𝘦𝘳 𝘸𝘰𝘳𝘬𝘴: 𝗖𝗵𝗲𝗮𝗽 𝗴𝗮𝗱𝗴𝗲𝘁𝘀: Bluetooth speakers, phone stands, or chargers that stop working after a month. The frustration isn’t worth it, and it reflects on your brand. 𝗦𝗶𝘇𝗶𝗻𝗴 𝗳𝗮𝗶𝗹𝘀: “One size fits all” hats or shirts that never fit right. Ill-fitting gear goes straight to the donation pile. 𝗧𝗿𝗲𝗻𝗱𝘆 𝗯𝘂𝘁 𝘂𝘀𝗲𝗹𝗲𝘀𝘀: Fidget spinners, stress balls, and novelty items get a laugh once, then nobody remembers them. One thing that always helps? 𝘈𝘴𝘬 𝘺𝘰𝘶𝘳 𝘵𝘦𝘢𝘮 𝘸𝘩𝘢𝘵 𝘵𝘩𝘦𝘺 𝘢𝘤𝘵𝘶𝘢𝘭𝘭𝘺 𝘸𝘢𝘯𝘵. Sometimes the things people use every day are the things they need most think sun protection, cooling towels, or rugged lunch bags. 𝗧𝗵𝗲 𝗽𝗼𝗶𝗻𝘁 𝗶𝘀 𝘀𝗶𝗺𝗽𝗹𝗲: Good, branded gifts don’t just carry your logo. They show your team you pay attention to what matters to them on the job. That’s the difference between another forgotten swag item and a gift your employees will actually thank you for.

Some people say swag is fluff. I could not disagree more. When swag is done well, it becomes an event strategy that multiple other strategies can build from. I started thinking about this recently after I saw a post from Casey S. about a personalized swag activation that had people talking about their company at an industry event. And shout out to Jenny Blaschke who can personalize anything. And I do mean anything. Including hot dogs. But I digress. The point is not the personalization itself. The point is what happens when the item, the experience, the operational plan and the audience all line up. I have seen swag move mountains at events where companies I worked for were exhibiting. And by mountains, I mean outcomes. Create demand for a high value item that causes a line. Have your team work the line. Incentivize the right behaviors including capture of the conversations. Reward the people who stood in line but did not win the high value item with something lower value, but still useful, like a great t-shirt (I swear at some events people collect their entire wardrobe in a matter of days). That is strategy. That is not fluff or wasted money. And it applies just as much to a company’s own hosted events. The reason for this post is because I was reminded of the power of swag when I sat down for dinner tonight and pulled out a pair of Venetian branded wooden chopsticks. I was given them at an event more than 22 years ago. I know this because I was not yet a mom. My son is now in university. So yes, those chopsticks have been with me through babies, toddlers, teenagers, many dinners, multiple moves and a whole lot of life. The logo is barely visible now. But I still know exactly where they came from. I remember the event. I remember who gave them to me even - and although he’s long gone from the Venetian I reminded him of the chopsticks when we saw each other again in person only a few years ago. And every time I use them, there is a tiny little brand memory attached to something incredibly ordinary. Dinner. That is kind of wild when you think about it. I have another example sitting on my kitchen counter right now. A salt holder I was also given pre kids. It used to sit on a branded wooden base, which has long since disappeared, because of course it has. But the salt holder itself has survived every kitchen clean out, every move and every phase where I convinced myself I was finally going to declutter properly. It still made the cut. And I still remember who gave it to me and what company they worked for. Here’s looking at you, Jennifer Glynn. That is the power of good swag. It’s useful. It’s relevant. It creates a memory. It supports a business objective. And most importantly, it gives your team something to activate around. The best swag is not about putting your logo on something random and hoping people care. It is about understanding the audience, the moment, the memory you want to create and the behaviour you want to drive. So please, let’s stop dismissing swag as fluff. But let’s call poorly thought out swag what it actually is. A missed opportunity.

I’ve probably sent thousands of pieces of swag to events over the years. And I’ll be real...most swag doesn’t move the needle. We’ve all seen it: The $2 pens that write like sandpaper. The “unisex” t-shirts that don’t fit anyone. The weird tech gadgets no one asked for… still in plastic at the bottom of a drawer. We send this stuff because we think we’re “building brand.” But here’s what I’ve learned (the hard way): Swag only works when it’s useful. Not clever. Not flashy. Just… used. Here’s how I approach it now: ➜ If your team wouldn’t wear it, don’t send it. This sounds obvious. But I’ve made this mistake. Sent jackets with logos that were too loud. Hats no one would touch. All because we thought more exposure = more ROI. Turns out, subtle = wearable. And wearable = remembered. ➜ Match the item to the person, not just the brand. A startup CTO is not the same as a CPG sales manager. They don’t want the same hoodie. They don’t drink from the same tumbler. I’ll go narrower. Fewer sends. But every one feels like it was picked for them. Because it was. ➜ Use swag to tell a story. One of the best pieces of swag I ever sent was a branded charger. Not exciting. But I paired it with this note: “Figured your team’s burning the candle at both ends. Thought a little backup power might help.” That turned into a reply. The reply turned into a call. The call turned into a deal. That’s swag with context. That’s what works. I’ll never go back to mass-sending cheap gear with huge logos. No one wants to be a walking billboard. But if you send the right thing… at the right moment… with the right message? Swag doesn’t just get noticed. It gets remembered. (And remembered = revenue.)

Your merch is thrown away the same day and no one uses it? Got it. Here’s why and how to turn it into a silent pitch. Remember that branded mug you got last New Year? Still at the back of the cupboard. ↳ Because most merch is made like promo, not like product. ↳ And people sense the difference. They won’t wear your brand if it looks cheap. A founder told me they shipped 500 robes to a retreat. Great product. Amazing experience. But the robe logo was tiny, the fabric felt like poly, and influencers wore it once, then never posted again. Result? Partners stopped replying. All the trust they’d built… gone overnight. Out-of-the-box merch moves that actually work (not fluff): ↳ 1. Make one wearable hero item, not ten cheap ones. Find your “signature” — the hoodie, tote, lighter, or robe that feels like you. Prototype it in 3 materials. Wear-test it in public. Then produce. ↳ 2. Give it utility + story. Hospitality → robe with QR to your playlist or scent sample. Beauty → pouch that refills with mini sachets. Real estate → “neighborhood kit” with local map + café card. People keep stories, not swag. ↳ 3. Collaborate with local creators. Ceramicists, artists, textile makers — limited drops, numbered pieces. It’s not promo anymore. It’s collectible. If your merch doesn’t make people talk, it’s not doing its job. Want my Quick Merch Audit (checklist I use with global brands)? Comment or DM the word MERCH and I’ll send it to you. It’s free, and it’ll instantly show if your merch builds trust or dust. Now tell me 👇 What’s the best piece of merch you’ve ever gotten (or wish a brand made)? And should I drop Part 2 with the next advanced merch moves?

Are you still trying to figure out event merchandise, gifts a.k.a swag? My hope is that we are evolving this area into something more intentional because the research says that 78% of Gen Z attendees prefer experiences to material possessions, per the WXO - World Experience Organization so it’s clear that traditional swag (T‑shirts, keyrings, branded pens and notebooks) is losing its luster—and fast. Yet the story isn't about dinosaurs (swag) going extinct—it’s about transformation. Event merchandise is shifting from "stuff to store" into purposeful, memory‑driven keepsakes. Think limited‑edition collaborations, customisable pieces, and pop‑up retail that double as immersive brand experiences. These items aren’t just bought—they’re lived and I'm here for it. It has to make sense and it has to relate to why you are this event in the first place and you shouldn't just be giving swag, to give swag because that is not going to be what makes this event go into the memory bank of the attendees. Concerts and festivals are redefining merch, turning it into fashion-forward collectibles like Beyoncé’s Renaissance tour pop‑ups and Oasis’s Adidas collab sold out—and fast. How would we try to recreate that for your typical corporate event? What can we give that ties the overarching themes of the event to what attendees physically take away? At these experiences, the swag isn’t an afterthought—it is part of the event, blurring the line between activation and retail. From mass-produced giveaways to curated, memorable mementos aligned with brand identity. From tacky freebies to touchpoints that extend the event experience in tangible, meaningful ways. What does this mean for planners? Event planners, marketers, and brand teams must think beyond logo-plastered stress balls. The swag needs to: ✳️ Reinforce the story of the experience ✳️ Offer personalization or exclusivity ✳️ Encourage social sharing and ongoing engagement ✳️ Serve as an extension—not merely an afterthought—of the event itself It's exciting because it's an invitation to rethink how we create meaningful, lasting connections through our tangible touchpoints i.e. swag. One of my most recent memorable pieces was when I was part of the 'How To Copenhagen' event and in our 'swag bag', we received a copy of 'The Little Book of Hygge' which we all know is in line with all things Danish - but the cherry on top of the cake, was that we actually got to meet and hear, the author himself, Meik Wiking talk to us about hygge at the very cool Danish Architecture Center (Dansk Arkitektur Center). Full circle moment. I'd love to hear examples of what kind of swag, merchandise and corporate gifts you have given that have been successfully intentional - drop them in the comments cause I'm looking for inspiration! #merchandise #eventprofs #eventplanning #eventswag

Sprinto at SaaStr Ai raffled a private helicopter tour of SF as a booth prize. It happened a while back, but I still bring it up as the gold standard of swag. Everyone else at the event was handing out pens and totes (not to downgrade the utility of a tote), but Sprinto was handing out a story people will tell for months. That's what swag is supposed to do - make you memorable. Your attendees can't take a 'good' conversation home, but a genuinely memorable piece of swag will definitely keep you in their thoughts long after the event ends. Some other things that stood out to me recently: - Anthropic gave out totes and caps embroidered with "thinking," a nod to Claude's extended thinking feature. It turned into a status symbol on the AI scene. That only works because it's not a generic cap. It's an inside joke for people who actually use the product and something its users will remember. - Cursor gave its power users an oversized, fully working 'Tab' key as exclusive merch. People on Reddit treat it like a collectible. Nobody's throwing that away. - n8n runs its own branded event in Berlin and built streetwear collections with an actual fashion designer for it, not just a logo-on-a-hoodie. They are actual pieces people would wear outside the conference. Having attended 100s of events, I know a bunch of stuff ends up in hotel trash cans before it exits the venue. So here's an actual filter before you spend thousands of dollars on your gifting: will people post about it or simply accept it? #eventmarketing #swag #gtm

Have you ever received company swag that went straight into the junk drawer? There’s a better way. Businesses invest in branded items, but things like pens and stress balls often get tossed and forgotten. Why? Because it’s not related to your ICP's pain points and jargon. Bad swag can even hurt your brand. We, as marketers, often forget the purpose of swag. When done right, it’s not just a giveaway—it’s a powerful marketing tool for brand awareness and demand generation, and it can even help close deals! 𝗕2𝗕 = 𝗛2𝗛, yes, even in big enterprise SaaS. I recently saw this in action. A colleague (AKA Tom Orbach) sent me a book on "Cloud Security for Kids" from Wiz. Cloud security sounds scary, right? But if you read this great children's book, you and your kids will quickly understand cloud security—and you’ll even enjoy it! 5th-grade level writing is the best way to deliver a message. 𝗧𝗮𝗸𝗲𝗮𝘄𝗮𝘆𝘀: - Align swag with your brand mission and ICP’s challenges. - Provide real value. - Spark curiosity and discussion. - Stand out from the ordinary. You can turn swag into a memorable brand touchpoint by focusing on quality and alignment. What’s the most creative or valuable piece of swag you’ve received? Share your thoughts in the comments!

Mailers & PR kits are back in top beauty. And they’re wiping the floor with your ad budget. Top brands DON’T fight the algorithm anymore. They go tactile. Mailers & PR kits are the new GOLD. Not the old “box with freebies.” Engineered talk-triggers. Why now? - Ad spend is up. Organic reach is down. - AI made everything polished → audiences went numb. - Digital still works… but it’s limp. So winners do it differently: Go PHYSICAL. That is... They make something people want to touch + talk about → let social amplify it. 5 examples that OWNED 2025 01. DIOR’s Back-to-School Locker Not a box. A locker. Stuffed with Dior favorites, built for on-camera awe. Wave → posts → reposts. Single posts hitting 300,000+ likes and 1,000+ comments. Estimated EMV: high six to low seven figures. 02. The Ordinary’s Eggs NYC egg shortage? They sold “Ordinary Eggs” with MSCHF. Culture-jack → sold out → feeds flooded. Positioned the brand as real, simple, helpful and pushed traffic to checkout. 03. Bose “Butter” Seeding A speaker wrapped like a butter stick. On-trend butter-yellow. Not for sale. Scarcity did the lifting: “Butter + Bose?!” → instant posts. 04. rhode “Glazing Milk” PR Milk-carton boxes + Krispy Kreme tie-in. Unbox → snap → share. Food cue + bright colors = reads safe, tasty, natural in your brain. 05. Levi’s × Toy Story Nostalgia + brand fit + IRL pop-ups. Not beauty, same lesson: culture carries the kit. Long story short the PR kit as we know it is DEAD. Here is the PR-2.0 playbook (steal this) Step 01: The “What the…F?!” moment Unexpected format/collab > bigger budget. Step 02: Story > Swag Tie to a cultural beat, material, or nostalgia your buyer already loves. Step 03: Distribution 2.0 Seed handpicked creators first. Let UGC snowball before you talk. Step 04: Infinite-Commercial Merch Include a forever prop that lives on desks/sets (lockers, mics, magnets). Every video after = your logo in the background. Infinite ad glitch. Step 05: Script the Unboxing Three clean beats. Logo second. Wow first. Tactile + ASMR. 100% camera-first. Most brands are still optimizing ads… The ones who’ll dominate 2026 are optimizing moments. What kit idea would make your customers say “no way” before they even open it?