PPB July 2015

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we’re unlikely to change them. Sometimes sin-
gle experiences or stereotypes will harden
those opinions and make it difficult to shatter
and recreate them. What’s your opinion about
lawyers, multi-level marketing companies and
airports? What images come to mind? If
you’ve created a negative framework, then
sharing with you my great experiences with
lawyers, multi-level marketing companies and
airports might not resonate.
When You Hold A Promotional
Product, You Hold The Brand
When I say “promotional product” what
image comes to mind? A pen? A pen sales-
man? A trunk full of giveaways? Our industry
has been unfairly framed and trivialized. The
challenge with the old frame is that it limits
how the industry can effectively serve you.
You’re missing its social brilliance by mini-
mizing its ability to effectively communicate
your brand message.
If a picture’s worth a thousand words,
what’s the worth of the real thing? I’m going
to suggest its image to the power of five—five
representing our five senses.
Here’s why: When you hold a promotional
product you hold the brand. It’s different than
seeing a billboard or watching a commercial. A
promotional product is an interactive, multi-
sensory communication tool that can create or
recreate a brand experience. Each time you
pick up that pen, wear that t-shirt, drink from
that water bottle, or write on that sticky note,
you’re reminded of where it came from and
are, in some way, interacting with the brand
imprinted on the product.
Sensory media can educate, inspire, moti-
vate, reward, appreciate, draw, build, align and
so much more. In fact each time the promo-
tional product is in play it serves to replay
that experience and be the physical extension
of a brand or experience. It’s powerful sim-
ply—and most importantly—because we’re
sensory beings.
As we shatter the old “promotional prod-
uct” frame and build a new, more relevant
image of “sensory media,” we open ourselves
to infinite possibilities of effectively commu-
nicating our brand.
was obvious all along.” I am hoping this will be a tool for
everyone in our industry to use to educate their teams as
well as their buyers on how, as manufacturers and consult-
ants, we can build powerful brands. I am also sharing this
book with professors and students I know in advertising
and marketing programs to help create a stronger aware-
ness for the power of our industry. I look forward to contin-
ue to share this message personally and build additional
online content to support the community.
PPB: Is this your first book? What was the process like
to get these ideas on paper?
Rang: This is the first of three books I expect to create
this year. The three are not related but are ones I have
wanted to write. The first is always the most difficult. My
biggest regret is that I didn’t keep a journal over the
years. Remembering was the most difficult part and held
me up for
some time. I
decided that
since the book
is meant as a
tool, not a text-
book, I kept it
simple and
conversational,
stated some
important prin-
ciples, told
some stories,
and I hope it
contributes to
enhancing our
industry.
When you hold a promotional product you hold the brand. It’s different than
seeing a billboard or watching a commercial. “ ”
Excerpted with permission from Sensory Media by Jae M. Rang, MAS.
Rang, chief inspiring officer of Oakville, Ontario-based distributor JAE
Associates Ltd. (UPIC: J561178), has captured years of study on the mind
and human behavior relating to promotional material in her book available
for purchase at . Born as a direct-mail house in 1980,
JAE Associates Ltd. is now a full-service promotional marketing agency
helping business leaders around the globe build relationships. Rang has
won a number of national Image awards for creative campaigns, is past
chair of the Promotional Product Professionals of Canada (PPPC), chair of
the PPPC Scholarship program, 2011 inductee in the PPPC Hall of Fame,
2014 recipient of the PPPC Humanitarian Award and a 2015 judge for
Promotional Products Education Foundation (PPEF) and, most importantly,
William’s mom.
JULY 2015 • PPB • 19