Why Branded Merchandise Matters More Today Than It Did in 2008
Jody Fletcher·15 October 2026·3 min read
When I started Chilli Promotional Products in 2008, I honestly thought my job was to help businesses buy branded merchandise. Eighteen years later, I realise that's never really been the job at all.
Of course, we source products. But what we've really been doing all this time is helping businesses connect with people, whether that's attracting new customers, thanking existing ones, welcoming new employees or making sure they're remembered long after an event has finished.
And I think that's why branded merchandise matters even more today than it did when I started.
Not because the products themselves have changed dramatically, but because the way we communicate with customers has.
Think about how much noisier life has become. Our inboxes are overflowing. Social media algorithms decide whether anyone even sees our content. Digital adverts appear and disappear in seconds. We're surrounded by messages competing for our attention from the moment we wake up until we go to bed.
The challenge for businesses is no longer simply getting their name out there. It's being remembered.
That's where physical products have quietly become incredibly powerful.
We remember what we use
A useful branded product doesn't interrupt someone's day. It becomes part of it.
Whether it's a water bottle used during every meeting, a notebook that travels between appointments, or a quality backpack taken on every business trip, each use creates another reminder of the company behind it.
Unlike a digital advert that disappears with a scroll, good merchandise stays visible for months, and often years.
People value experiences, not giveaways
There's also been a shift in expectations.
Twenty years ago, businesses could hand out almost anything with a logo on it and people were grateful.
Today we're all far more conscious of quality, usefulness and sustainability.
People don't want another drawer full of things they'll never use.
They appreciate products that genuinely make life easier, solve a problem or simply feel too good to throw away.
Ironically, this means businesses often need fewer branded products than they once did. They just need better ones.
Trust has become a bigger differentiator
Buying decisions are increasingly driven by trust.
Every interaction someone has with your business contributes to how people perceive your brand.
A thoughtfully chosen welcome gift for a new employee. A thank you gift for a loyal client. A practical giveaway at an exhibition that people genuinely keep. None of these are simply "freebies". They're small moments that reinforce how you want people to feel about working with you.
The product itself isn't the objective.
The feeling it leaves behind is.
The question has changed
Back in 2008, many conversations started with:
"What merchandise can we buy?"
Today, the better question is:
"What are we trying to achieve?"
Do you want to attract visitors to an exhibition stand? Improve employee engagement? Welcome new starters? Thank customers? Encourage repeat business? Launch a new product?
Once you know the objective, choosing the right product becomes much easier.
And that's probably the biggest change I've seen over the last eighteen years.
Branded merchandise has evolved from being something businesses gave away to becoming something they use deliberately to strengthen relationships, create memorable experiences and keep their brand front of mind.
The logo has never been the most important part.
Of course, we source products. But what we've really been doing all this time is helping businesses connect with people, whether that's attracting new customers, thanking existing ones, welcoming new employees or making sure they're remembered long after an event has finished.
And I think that's why branded merchandise matters even more today than it did when I started.
Not because the products themselves have changed dramatically, but because the way we communicate with customers has.
Think about how much noisier life has become. Our inboxes are overflowing. Social media algorithms decide whether anyone even sees our content. Digital adverts appear and disappear in seconds. We're surrounded by messages competing for our attention from the moment we wake up until we go to bed.
The challenge for businesses is no longer simply getting their name out there. It's being remembered.
That's where physical products have quietly become incredibly powerful.
We remember what we use
A useful branded product doesn't interrupt someone's day. It becomes part of it.
Whether it's a water bottle used during every meeting, a notebook that travels between appointments, or a quality backpack taken on every business trip, each use creates another reminder of the company behind it.
Unlike a digital advert that disappears with a scroll, good merchandise stays visible for months, and often years.
People value experiences, not giveaways
There's also been a shift in expectations.
Twenty years ago, businesses could hand out almost anything with a logo on it and people were grateful.
Today we're all far more conscious of quality, usefulness and sustainability.
People don't want another drawer full of things they'll never use.
They appreciate products that genuinely make life easier, solve a problem or simply feel too good to throw away.
Ironically, this means businesses often need fewer branded products than they once did. They just need better ones.
Trust has become a bigger differentiator
Buying decisions are increasingly driven by trust.
Every interaction someone has with your business contributes to how people perceive your brand.
A thoughtfully chosen welcome gift for a new employee. A thank you gift for a loyal client. A practical giveaway at an exhibition that people genuinely keep. None of these are simply "freebies". They're small moments that reinforce how you want people to feel about working with you.
The product itself isn't the objective.
The feeling it leaves behind is.
The question has changed
Back in 2008, many conversations started with:
"What merchandise can we buy?"
Today, the better question is:
"What are we trying to achieve?"
Do you want to attract visitors to an exhibition stand? Improve employee engagement? Welcome new starters? Thank customers? Encourage repeat business? Launch a new product?
Once you know the objective, choosing the right product becomes much easier.
And that's probably the biggest change I've seen over the last eighteen years.
Branded merchandise has evolved from being something businesses gave away to becoming something they use deliberately to strengthen relationships, create memorable experiences and keep their brand front of mind.
The logo has never been the most important part.
Perhaps that's the biggest lesson the last eighteen years have taught me. The best branded merchandise has never been about putting your logo on a product. It's about giving people a reason to remember you.
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