When done well, a physical gift creates a moment of genuine delight. The problem is that for too many brands, merch is a last minute consideration which someone has hastily picked from a catalogue, the writer says.
When you buy a gift for someone, you put some thought into it.
You consider your relationship to the recipient, their interests and who they are.
There is intention beyond “I need to give a gift”. Why then, do we treat corporate gifting differently? Businesses are wasting money on corporate gifts that aren’t thoughtful or useful, which are doing nothing for their brand.
Every branded gift sends a message about a business. When it’s thoughtful, well made and genuinely useful, it tells people that the brand pays attention to detail and values quality. When it feels generic or disposable, it says the opposite.
