Building a Brand Connection

Last year I was interviewed by Promotional Products Business (PPB) Magazine. 

We discussed how the pandemic shifted “merch gifting” from direct in-person distribution to shipping merch directly to recipient homes.

PPB: Receiving a branded t-shirt at an event is a different end user experience than receiving a branded item delivered directly to one’s doorstep.
 
How important are product selection and design in both end user experiences, and are there are particular details that should be considered?
 
Me: I think when it comes to delivering a branded product to a recipient’s doorstep, your main objective is to surprise and delight to create an emotional brand connection.
 
In our socially-distanced world, this at-home brand connection is more important than ever.
 
For an in-person gifting experience, I still think that packaging can really transform a giveaway into a gift if you invest in thoughtful packaging.
 
Both the sizzle and the steak matter.
 
 Well, we are surely LESS socially-distanced these days, but the statement is still true – building a brand connection – in person or at someone’s doorstep - is compelling!