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charles liu

Charles Liu is the Founder and a recognised authority in the promotional products and uniforms industry in Australia. With over 19 years of experience, he has guided Cubic Promote to work with over 15,000 Australian organisations. His specialty is helping Aussie companies select the right products that stay within their budget. He also specialises in sourcing and assisting brands and government agencies in selecting corporate gifts for VIPs and high-profile clients. A regular contributor to industry blogs, Charles shares his expert insights on using branded merchandise to achieve business goals. Charles’s deep understanding of industry trends and strong supplier relationships make him a trusted figure in the sector, continually influencing the development of both products and uniforms that deliver tangible, measurable results. Connect with him on Linkedin: https://www.linkedin.com/in/charles-liu-042b9124/

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charles liu
In Office & Tech
3 December 2025

Music Speakers for Corporate Gifting: Top 3 Promo Gifts in Australia

Assorted Music Speakers for Promo Gifts Australia, featuring company logos and vibrant designs.
In corporate gifting, trends come and go — but every so often, a product quietly rises above novelty and becomes a genuine staple. According to Cubic Promote’s Australian national order data, audio speakers are now one of the top 3 corporate gifts in Australia, outranking dozens of long-time favourites. And yes, that surprises people. But speakers? In both volume and…
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charles liu
In Client Case Studies
2 December 2025

Inside the Promo World: What We Love, What We Remember, and the Clients Who Make It Easy

Man in sunglasses and cap stands at Cubic Promote office, specializing in promotional merchandise.
Great branded merchandise doesn’t begin when a logo hits fabric. It starts much earlier — with a clear brief, a shared purpose, and the kind of client–supplier collaboration that turns creativity into something tangible, memorable, and delivered on time. In this episode of The Promo Playbook, the team dives into the projects that shaped their year: custom wombat plush toys…
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charles liu
In Expo Guides
1 December 2025

Why Microfibre Cloths Work So Well for Conferences, Events & Onboarding Kits?

Mettler Toledo onboarding kits with microfibre cloths, conference programme, and zip pouch.
Microfibre cloths aren’t usually the first thing people think of when they hear “promotional merchandise.” Bottles, pens and tote bags typically take the spotlight. But here’s the twist: microfibre cloths quietly outperform many mainstream promo items — especially at conferences, events and onboarding. They’re practical, universal, lightweight, cost-effective, and surprisingly high-impact. In fact, according to Cubic Promote’s internal order data,…
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charles liu
In Office & Tech
28 November 2025

A Practical Guide to Choosing Custom Printed Charging Cables for Your Business

Four black custom charging cables: USB-A, USB-C, Micro-USB, and Lightning connectors.
Branded charging cables have become one of the smartest promotional products for Australian organisations. They’re universal, used daily, fit in any onboarding kit, and travel from home to office to car to holiday—taking your brand with them everywhere. But here’s the catch:  Not all charging cables are the same. And choosing the wrong type can lead to slow charging, frustrated staff,…
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charles liu
In Marketing Tips
27 November 2025

Why Promotional Products Work (And Why They Still Outperform Almost Every Other Marketing Channel)

Shelves display colorful water bottles and mugs, showing why promotional products work.
Promotional products have been around for decades, and in a world full of digital noise, it’s fair to ask: Why do they still work so well? Why do bottles, notebooks, pens, shirts, umbrellas and tech items continue to outperform ads that cost thousands? If you’ve already read our blogs;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You know the numbers stack up. But today we’re going deeper —…
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charles liu
In Suggestions for Promotional Items
25 November 2025

What Promotional Products Are Most Effective? (Australian Guide)

Glass shelves displaying electronic gadgets, chargers, and promotional products in boxes.
Effectiveness in promotional products isn’t about what looks cool on a website. It’s about what people actually use, what organisations reorder, and what generates genuine brand visibility over time. After working with thousands of Australian businesses, government agencies, councils, not-for-profits, schools, universities and trades, the patterns are clear: some products deliver outsized impact, and others simply don’t. (Read our client stories…
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charles liu
In Suggestions for Promotional Items
24 November 2025

What Office Workers Really Want as a Thank-You Gift (We Asked Our Team)

Two men smiling and talking with microphones discuss employee appreciation in the office.
(Featuring real interviews from the Cubic Promote crew + Australia-wide gifting trends) Every December, companies across Australia face the same question: "What do our staff actually want as a Christmas gift?" So this year, instead of guessing, I grabbed a microphone, walked through the office, and asked our team. I have documented four of the conversations I have had with…
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charles liu
In Corporate Gifts
21 November 2025

Beyond the Basics: The Ultimate Guide to Corporate Gifting in Australia

Corporate gifting guide: Notebook with Cubic Promote logo and green pen, perfect for Australia.
Corporate gifting often gets a bad rap for being a bit… predictable. We've all received that branded pen or stress ball. They're nice, but let's be honest — they don't exactly leave a lasting impression.  But what if gifting didn't have to be "predictable"? What if you could deliver something memorable, something that makes your clients feel appreciated, your employees…
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charles liu
In Suggestions for Promotional Items
20 November 2025

The Most Important Branded Items to Replace First During a Rebrand

Glass shelves displaying electronics, gadgets, and rebrand-themed lanyards on a wooden wall.
(A practical, B2B-friendly guide for Australian organisations rolling out a new look) Rebrands are exciting… until they're not.  The mood usually shifts somewhere between "fresh new logo!" and "wait, why is half the team still wearing the old uniforms?" If you're planning a rebrand—or right in the messy middle—this guide is your roadmap for what to update first, what can…
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charles liu
In Company News
19 November 2025

What’s Next in Australia’s Promotional Products Industry? Insights from APPA’s Ciara Brennan

Man working at a desk in a small office with APPA award plaques and shelves of books.
As CEO of Cubic Promote, I spend a lot of time thinking about where our industry is headed. Promotional products are no longer “just merch.” They’re part of a brand strategy, ESG reporting, and how businesses demonstrate their values. That’s why I invited Ciara Brennan, Sustainability Manager at the Australian Promotional Products Association (APPA), onto the podcast — to talk…
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