The Power of Physical Objects for Brands

From beermats to bag charms, brands are using physical objects to reach customers, proving that in a digital world, the most powerful things are still made by hand, says Born Social’s Sisley Henning

In a world where every brand is clawing for relevance (and still reeling from the OOH-CGI PTSD – pardon the acronyms), social has become a sea of sameness. Standing out has never felt harder – or more short-lived. We scroll. We forget. We scroll again.

But amidst AI acceleration, trend fatigue, and the churn of interchangeable brand behaviour, something delightfully analogue is making a quiet comeback: objects with intent.

These aren’t just branded tote bags or logos slapped on water bottles. They’re narrative objects – crafted, curious, usually unnecessary things that carry a point of view. They spark joy, reflect culture and solve problems no one asked to be solved. In a world where attention is fleeting, these small, intentional acts give brands something tangible to be remembered for. And when done right, they’ve become one of the sharpest ways for brands to cut through and show up in the real world.