Gifted.

I worked on a branding project for a high-profile luxury real estate development where our designers had a beautiful idea: give sales centre visitors a wooden USB stick containing floor plans of their potential future home. The USB was housed in a debossed leather holster, custom-made by the talented Bill Amberg. But when it came to selecting the electronics inside, we technologists weren't consulted.

Someone chose the slowest USB 1.0 drives available, putting a smile on the face of a supplier just waiting for a penny-pinching Luddite to come along and buy this outdated tech collecting dust in their warehouse.

As a result, anyone that actually used the USB key for anything more than opening the pre-loaded PDFs of floor plans, was faced with extended file copying durations they hadn’t experienced in years. That beautifully branded USB stick lived on as a symbol of how little the brand valued the precious time of their customer.

Most corporate gifts fail in less spectacular ways. Walk the floor of any trade show and you'll find yourself burdened with branded items that have zero relevance to either you or the company that's giving them. Somewhere, a marketing team spent hours flipping through catalogs of possible gifts, desperately trying to post-rationalize how a phone charger or stress ball aligns with their brand values.

The common fall-back is to simply spend more money. But throwing cash at the problem just results in expensive irrelevance.

Here's the thing: marketing teams might not be the right people to select corporate gifts. (I acknowledge this is a controversial statement that won't make me any new friends in marketing).

Let me share two examples of gifts that got it right—by solving real problems while reinforcing brand values.

When Theft Becomes Marketing

Virgin Atlantic faced an unusual challenge with their custom airplane-shaped salt and pepper shakers. Passengers found them so charming that they kept stealing them, costing the airline hundreds of thousands annually.

When the company accountant complained to Richard Branson that they needed to be discontinued, Branson instead had text added to the base: "Pinched from Virgin Atlantic." The theft rate didn't drop, but now those "stolen" shakers sitting in countless homes became an ongoing topic of conversation that reinforced the playful personality of the Virgin brand.

The $1.50 Solution

When Nest first user-tested their thermostat, they discovered installation was taking over an hour. Digging deeper they found that more than half of that time was spent hunting for a screwdriver. Their solution was to include a screwdriver, but instead of a cheap disposable tool, they designed a high-quality branded multi-head screwdriver that cost $1.50 each.

Not only did it slash installation times, but that screwdriver ended up in thousands of junk drawers, ready for future use. It became a lasting reminder of Nest's commitment to thoughtful design and utility. The screwdriver was mentioned in nearly every product review, proving its marketing value extended far beyond its practical use.

Marketing teams excel at communicating brand values, but they might not be best positioned to identify these opportunities. Virgin's salt shakers emerged from observing passenger behaviour and Nest's screwdriver came from user testing data. And our USB stick failure? That came from designers and marketers making technical decisions without consulting their engineers.

The next time you're tasked with selecting corporate gifts, step away from the catalog. Instead, look for the friction points in your customer journey. The best gifts don't just carry your logo—they solve real problems while authentically expressing your brand values. When you get it right, they create lasting positive associations that remind recipients of their experience with your brand.

And if you do feel that portable data storage is the optimal gift for your brand, just make sure you consult your technical team before ordering those USB sticks.