The Little Emblem That Could
Marketing Wear With All
The same idea holds true when a lapel pin is not, in fact, opening doors for new clients, but is instead supporting a brand in the minds of already-interested parties. Johnson discussed an event where an end-buyer had cuff links and charms made for employees on a company vacation, with its message printed on each emblem’s exterior. The jewelry was meant to be a subtle reminder of the trip, Johnson said. “It’s not intended to be a billboard as opposed to a subconscious implantation of a brand in the mind of a recipient.”
Because these items are really vehicles meant to showcase the flat, branded disc that’s at their heart, “There’s a lot of variation of what you can do with that emblem,” Hornstein said. And charms and cuff links aren’t the only designs of note. The closest embodiment of the “jewelry” nomenclature, emblematic incarnation No. 2 also includes tie tacks, money clips and key tags.