Beyond the logo: How smart merchandise creates lasting connections

Think merch is just a logo on a pen?

Think again. 76% of people remember the brand on their merchandise. That makes branded merch one of the most memorable, longest-lasting touchpoints a brand can create. When brands get it right, merchandise isn’t just a giveaway - it’s a daily reminder that builds recall, loyalty and connection.

At IVE, we see merchandise as an extension of the brand experience. It’s tactile, it’s useful and it often sticks around far longer than an ad or a social post. The question isn’t whether merchandise works (the stats already prove that) but rather how brands can make it meaningful in a fast-changing world.

What’s shaping merchandise in Australia?

Gone are the days of uninspired freebies, that may or may not hit the mark. Today’s branded merchandise is driven by:

1. Everyday use, strong recall

The merch people love most? The stuff they actually use ... daily. That’s why the first question for any brand isn’t ‘what do we want to give away?’ but ‘what will our audience genuinely find useful?’ From there, it’s then about choosing something that also reflects your brand’s essence. Lead with the consumer, layer in your values and you’re far more likely to create an item that gets kept, used and remembered.

2. Sustainability in the spotlight

Consumers expect brands to step up - and merchandise is no exception. This is your moment to show you’re making better choices. From recycled fabrics to products designed for reuse, every step towards more sustainable solutions makes a difference. It’s not about perfection — it’s about progress that aligns with customer values and builds lasting trust.

3. Merch that feels special

The best merch doesn’t feel like ‘swag’ at all - it feels like something worth keeping. Limited editions, collectible drops or pieces tied to a campaign give merchandise a sense of exclusivity and meaning. When it feels unique, it stops being just another giveaway and starts becoming part of your brand’s story.

4. Digital integration

Smart merchandise is on the rise, with the line between physical and digital blurring fast. QR codes, NFC tags and smart digital tie-ins can turn an everyday item into a portal for deeper engagement — unlocking exclusive content, loyalty rewards or personalised experiences. It’s where touch meets tech, transforming products into powerful brand connectors.

Why merchandise leaves a lasting impression

Smart merchandise delivers:

• High recall:  With 76% remembering the brand, the impact is clear.
• Practical presence:  Useful items get seen (and appreciated) over time - and keep that brand front of mind.
• Emotional connection: Thoughtfully-designed pieces resonate on a personal level.

IVE in action: Reece's annual merch drop

Take Reece’s annual merch drop - a highly anticipated tradition among loyal customers. IVE took it to the next level:

Team IVE produced over 500,000 high-quality merch items, from iconic tees and caps to tote bags, and drink holders. Distributed across 650+ locations in Australia and New Zealand, each piece wasn’t just branded, it captured the Reece spirit and became something their community embraced, wearing and using with pride.

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Branded merchandise still packs a punch - if it’s done with purpose, practicality, and emotional resonance. At IVE, we create merchandise that doesn’t just carry a logo - it earns a place in daily routines and brand stories. When merch matters, your message stays and your brand connects.

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_{*Australian Promotional Products Association}