We are in the midst of the festive, holiday and wedding season. A few months ago (27 September) came World Tourism Day.

All these remind us of much looked forward to travel breaks. Our travel adventures are full of gourmet delights, chic resorts and destination celebrations.  

At times, though, travel stops, or is cut short, and we are reduced to flipping through past photographs, evoking nostalgia that is too wistful to bear. 

At such times, while us humans sigh over the rationing of travel (for good reason, of course) the strong stylish refrigerator gets to carry on with all its travel magnets as before! With holiday spots, tourist sites, rare animals, ancient kings, famous paintings, snowy mountains, sandy beaches, street art and snarky cartoons flaunted on its door, the refrigerator officially becomes the most well-travelled member of the household. That is the real secret of its effortless cool.

Refrigerator magnets have an emotional quality

I discovered that magnets could have an emotional magnetic quality too. Unlike photographs that are too close to the real thing (and overdone in an ever-expanding selfie culture), magnets offer more and without trying that much. There are many reasons why this is so. 

The first is that magnets are unique. Their variety, finish, material, and subjects are constantly evolving. They are an art form for avid collectors who delight in finding special local magnets all over the globe. Also magnets are customised to suit and complement owners’ tastes. Some are black-and-white, in unusual shapes and various languages. They come with platitudes or cartoons, they show epic buildings or royalty or celebrities, they depict nature, animals, home and so much more. The magnet you choose tells us who you are.

Plus, magnets are visible passport stamps. No one can see the stamps on multiple passports, but one glance at the colourful magnet collage on the refrigerator door, discovered on a chance visit to the host’s kitchen, says they have been there, done that.

Lastly, magnets don’t try too hard. The laidback wit and wisdom of magnets is often accompanied by prized excerpts of street art or a famous quote, funny topical takes, or iconic structures. Magnets make a travel statement without wanting to. Other travel memorabilia such as colour coordinated group photographs, tourist passes, straw baskets, floppy hats, fluffy socks, sloganeering tees are lovely in their own way, but they try too hard.

Refrigerator magnets tell a story

The best part of magnets is that they tell stories that are personalised and special. A few true stories that come to my mind about magnets are below:

A darling elder of the family was gifted a magnet by the children that said, ‘I have more trouble with myself than anyone else I know'. It has been stuck on the refrigerator door for a decade and never fails to evoke a chuckle.

A couple who got married after many roadblocks was gifted a distinctive red-and-black Chinese magnet symbolising double happiness. Chipped in a corner after a decade, it is still treasured and occupies a place of pride on the refrigerator door. Long after wedding toasters, mixers and tall glasses have been retired, the magnet is going strong. 

A hyper-active, hyper-talkative, hyper-worrier friend gifted a pair of magnets to close friends on the ‘keep calm’ series. Magnet one said: ‘Keep calm and then freak out’. Magnet two said: ‘Keep calm and carry on’. This brings a smile to the faces of friends whose refrigerators carry this personalised gift since it reflects the gift-giver more than the receiver. 

These magnets and their stories provided a much-needed escape to another world, even a reprieve from dismal reality. To the status-conscious ‘travelistas’ deprived of authentic travel stories, I suggested an overlooked treasure to summon a bit of swag again. At least, our refrigerator is well-travelled. And yours?

Significance of refrigerator magnets for brand building

Given their effortless charm, art and wit, businesses (world-wide) have used magnets as a brand building tool. 

For instance:

• Pizza chains: Domino’s being the most iconic, uses a variety of magnet creatives; when hunger strikes one goes to the fridge and the pizza chain number is right there, a tool for impulse marketing
• Tourism: travellers become ambassadors – often displaying geographical magnets as conversation starters, providing free word of mouth marketing to future visitors
• Others: real estate agents (calendar magnets – providing a combination of utility, visibility); local service businesses (“contact” magnets for pest control, plumbing etc. - household essential for urgent requirements) 

There is wider appeal, potentially. The key is treating magnets not as promotional items, but as miniature brand ambassadors that quietly strengthen customer relationships through consistent, valuable presence in consumers' most personal spaces. Magnets require no electricity, subscriptions, or apps. They just work, creating what marketers call 'sticky branding' in the most literal sense possible: 

1. Emotional triggers, memory anchors: magnets tap into powerful nostalgia and sentimentality; people keep them for years. They can create deep emotional connections, become part of family memories. Magnets allow for hyper personalised messaging. With small, thoughtful touches brands can create an impactful connection.

2. Functional value builds brand affinity: magnets can serve as an indispensable home tool holding lists, reminders, photos, messages. Consumers appreciate brands that enhance their daily lives, helpfully rather than intrusively. Businesses can feature landmarks, community events. Demographic specific designs can speak directly to specific target audiences.

3. Daily visibility: refrigerator magnets occupy real estate in the home’s emotional centre – the kitchen (or living area). They can provide persistent exposure during daily routines, creating subconscious brand reinforcement, with cross generational exposure and appeal. Magnet series can encourage collection, repeat engagement. Limited editions or seasonal updates keep a brand fresh and give reasons for ongoing customer touchpoints, memories, inspiration, popular culture associations. (QR codes on magnets can bridge offline-to-online engagement, tracking interaction rates while offering exclusive content or promotions). One can also have strategic placement beyond refrigerators like cabinets, appliances. 

The beauty lies in magnets' simplicity, offering genuine human connection when consumers crave authentic brand experiences.

The well-travelled refrigerator shouts with a whisper - small, everyday moments can be magnetic. 

The author writes for brands to achieve emotional connections rooted in everyday moments. She is also author of the book 'Have Biscut: an ode to sweet, everyday moments.'