After taking a short break for some well-deserved family time, Jade Crider (your Branding Bestie) and Kirby Hasseman are back for another episode of Better Merch…Better Marketing! And this week’s conversation hit all the right notes — from football season and finding your audience to learning how (or maybe how not) to unplug.
Let’s dive into this week’s episode highlights.
What the NFL Can Teach Marketers
Football season is back—and so is the frustration of trying to watch it. Between Amazon Prime, Peacock, ESPN+, CBS, Fox, NBC, and YouTube TV, the NFL is scattered across at least six different platforms this year. Kirby and Jade both laughed about how confusing it’s become just to watch a game. But that chaos sparked a great marketing lesson.
Just like football, there’s no single platform to reach your audience. You can’t rely on one channel—whether it’s social media, email, or video content—to carry all your marketing weight.
That’s why it’s more important than ever to identify your perfect customer. When you truly understand who they are, where they spend their time, and what they care about, you can meet them where they already are—without wasting effort shouting into the void.
Kirby also added a great point about collaboration. Sometimes, instead of trying to do everything yourself, partnering with another brand that serves the same audience can help you reach your customers faster and more effectively. It’s a win-win.
The Art (and Struggle) of Disconnecting
Both Jade and Kirby took some time off recently for a family trip. And while they enjoyed the break, both admitted they weren’t perfect at truly “disconnecting.”
In today’s world, where work is always one notification away, it’s harder than ever to unplug. But as they discussed, learning how to step back can actually make you better when you step back in.
Jade talked about how planning ahead helps her relax on vacation—tying up loose ends before leaving makes it easier to actually enjoy the time away. Kirby shared how he’s learning to set more intentional boundaries, even if that means occasionally failing at it.
Their takeaway? You can’t pour from an empty cup. Recharging isn’t just good for you—it’s good for your business, your creativity, and your relationships.
“Locking In” — Gen Z’s New Take on Focus
The duo also dove into a Gen Z trend that’s taking over TikTok and beyond: “Locking In.”
It’s essentially about committing to a goal early—like starting your New Year’s resolution in October instead of waiting until January—and going all in with focus and intensity.
Jade couldn’t help but laugh at the idea that this is basically just rebranding “hard work” with a new name. But Kirby loved it. He pointed out that in today’s culture, we’ve almost made “hustle” a bad word, even though hard work is still one of the few things we can fully control.
His advice? Whether you call it “Locking In” or “grinding,” the key is to start. Don’t wait for perfect conditions. Progress belongs to those who take action.
Product of the Week: NFC Scribe Pen
This week’s product highlight is one of the coolest tech-meets-merch ideas yet — the NFC Scribe Pen from HPG Brands.
At first glance, it looks like a sleek, high-quality writing instrument (which it is). But the magic happens when you tap it to your phone. The pen can be programmed to take users directly to a website, video, digital business card, or landing page.
Jade and Kirby agreed this is one of the best examples of branded merch with function and flair. It’s practical, tech-savvy, and bridges the gap between physical and digital marketing. Whether you’re in real estate, education, healthcare, or any other industry—this pen has major potential to keep your brand in hand and in mind.
You can check it out here: NFC Scribe Pen
Shout Out: PromoCares & Water 4 Good
This week’s shout-out went to the folks at PromoCares, a collective of promo professionals using their platform for good. They’re currently raising funds to build water towers in underserved communities through their Water 4 Good initiative.
Kirby and Jade both praised the organization for leading with purpose and showing how branded merch can make a real difference in the world. It’s marketing with heart—and a perfect example of how this industry can give back in meaningful ways.
Final Thoughts
This episode of Better Merch…Better Marketing was all about clarity, balance, and action. Whether you’re trying to reach your ideal audience, take time off without guilt, or “lock in” to your next big goal, there’s one big takeaway: Be intentional.
Because whether it’s your marketing, your mindset, or your merch—when you align your actions with your purpose, great things happen.
If you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We’d love to help you. Get your TARGET Hiring Playbook here for free!
