The best branded merch RESONATES.  The worst merch is just crappy corporate logo wear.

Yesterday Vin Matano posted that he’s “never seen one B2B company have good swag” and the post has over 300 comments. It’s clearly ruffling some feathers, in his words.

What does it mean for branded merch to resonate?

🔑 It communicates the vibe or energy of the brand
🔑 It highlights the identity of people who use it
🔑 It feels like a good memory of the brand
🔑 It makes you feel “in the know”

I call this the IYKYK (if you know you know) touch. If your merch resonates with people who know your brand, you’ve nailed it.

What are the hallmarks of “crappy corporate logo wear”:

👎 It looks like a yawn
👎 It inspires no thought or feeling at all
👎 You forget what it looks like the moment you look away

I’m tired just thinking about those.

So what do you think, do you agree with Vin? Have you ever seen a B2B company have good swag? What are your favorites?

I’ll highlight the work we did for Breakaway Bookkeeping & Advising with Shea Keats and Michelle Löpez as some inspiring B2B merch!