Corporate merchandise takes a peculiar niche- between promotional device and corporate myth. Even a mere pen may survive the campaign that brought it into existence. A hoodie with a brand could turn into an unofficial uniform of a person during the weekends. Influence, and not pressure–persuasion which is not pressure. Going here!

It is the most desirable merchandise, not obtrusive. Nobody desires to have another weak tote that ruptures in a few days. The details that stick in the mind of people are material ones, the mass of something, the texture of the material, how a mug feels in the hand, and it fits flawlessly on a Monday during an sleepy meeting with a person. Minor sensory details are ever-present as any tagline.

Timing matters, too. Give somebody a notebook just before a huge project, and it is considerate. Spread it in the air and it is yet another brand name object. Situation makes things meaningful. A product is an inside joke; it is best received when it is shown to the proper audience at the appropriate time.

Good corporate merchandise honours the recipient of the gift. Employees are not bill boards. Clients do not make mobile ad space. When you treat people the way they treat people, they will retain the item more, because they will actually show off. That is the subdued triumph.

Stasis is good, but tediousness is bad. Repackaging the same bottle of water every year conveys something–just not necessarily something positive. Refresh materials. Experiment with color. Add a hint of surprise. Brands, just like relationships, become stale without developing.

And then there is a cultural aspect. It is possible to be silently announced by a jacket. Even an ordinary accessory can be used to cause a dialogue. I once witnessed two strangers meeting each other at a conference and bonding immediately since they had matching branded caps which were used several years ago. Such an organic relationship cannot be duplicated using a banner advertisement.

The cost will always be involved. Cheap items feel cheap. Too costly ones may be excessive. The middle ground is in productivity. Once it gets on a desk or a bag, it is doing its job.

Corporate merchandise is not about stuffing the closets with rubbish. It has to do with planting reminders- subtle, long lasting reminders. The types that do not yell but mumble.