How do you think about brand risk when distributing branded 'swag' at B2B conferences? Some of our overseas group companies are asking for permission from our brand management team to distribute branded items. For things like notepads, pens, coffee mugs, etc this is fine with as long as they follow the brand guidelines. However, we are wondering how to judge the brand risk when distributing wearable items that might mislead people into thinking the person wearing it is one of our employees. Worst case scenario would be a non-employee in a branded baseball cap or vest does something naughty that goes viral on social or traditional media; people assume they work for us and it damages our brand. Can those of you on the frontlines of conference swag please let us know what's the norm in terms of distributing branded clothes/hats and how you manage brand risk?
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