Swag?

The word “swag” has multiple meanings based on context. In the world of marketing and branding it’s the free promotional stuff you get from a company or organization. But when I first started in this industry, I didn’t like the word. It sounded unappealing, like some kind of sticky or slimy residue. Since then, it’s become second-nature and makes me feel a little bit like a pirate when I use it. Let me explain.

The Etymology of ‘Swag’

“Swag” was stolen goods. Miriam-Webster explains that its roots stretch back to 14th-century Scandinavia, referring to a bag or a sack. By the 18th century, the word was snagged by the English to refer to stolen items or loot. A century later, “swag” referred to free or unearned items, a bonus. It is this definition that led to the word being used in the world of promotional products. Some in the industry have even attempted to expand the word into an acronym for “Stuff We All Get”.

Swag Impact

Today, swag items range from pens and chap-stick to tech gadgets that bear your company’s logo. Research shows that promotional swag creates positive associations with your brand. Receiving a tangible gift creates a sense of good will and taps into the psychology of reciprocity. This leads to brand attention, loyalty and sales opportunities. When these items integrate into the recipient’s daily life, they reinforce brand recognition. ​

Seize the Moment!

From its rough beginnings to its prominent role in marketing strategies, “swag” still illustrates the living and ever-changing nature of vernacular language and cultural practices. Understanding its roots and evolution can perhaps enable you, too, to find your sea legs and promote your brand like a seasoned buccaneer.
So, lets burn the ships and forge ahead. Our team at Bergman is here to help you create the perfect swag for your audience. Before you start your next marketing campaign, reach out to us; we’re the experts.

Swiggidy Swag!