In this episode of Better Merch…Better Marketing, Jade Crider and Kirby Hasseman take on a topic that might surprise some listeners: when you should not do branded merchandise.
Before we dive in, we have a special gift for you. If you have not grabbed your free Hit The TARGET bundle yet, now is the time. You can get the ebook, audiobook, and video course all in one place at https://hitthetargetbook.com/. If you want to get clearer on your ideal customer and build smarter marketing strategies, this is a great place to start.
When NOT To Do Branded Merch
Branded merch can be powerful. It builds connection, reinforces identity, and creates lasting impressions. But only when it is done with intention. In this episode, Jade and Kirby outline the key moments when merch does not make sense. They discuss why you should never order merch without a clear objective, why not knowing your ideal customer leads to wasted dollars, and why having no distribution plan is a recipe for boxes sitting in storage. They also tackle a critical one: if your organization is in the middle of a PR crisis, promotional products are not the solution. Fix the trust issue first.
Next, the conversation shifts to the recent Frida Baby controversy. The brand has faced criticism for marketing that many felt crossed a line and appeared to sexualize babies. Jade and Kirby discuss the importance of brand awareness, tone, and cultural sensitivity. Marketing that generates attention is not always good marketing. Brands must consider not only creativity but context and responsibility.
Building A Personal Brand
Finally, the episode moves into a conversation about personal branding. Jade shares why she created her “Branding Bestie” brand and what she has learned from building a distinct voice and identity. The discussion highlights how personal brands can elevate credibility, attract the right audience, and create new opportunities when built intentionally.
As always, the Product of the Week closes the show. This time it is the Luxe ANC Wireless Headphones from HPG Brands. These sleek, high-end headphones feature active noise cancellation and come with a one-piece minimum, making them an impressive option for executive gifting, awards, or elevated client appreciation. You can check them out here at our PRODUCT of the WEEK shop.
This episode blends strategy, current events, and practical advice for marketers and business owners who want to be thoughtful and effective with their brand investments.
Hit play, and let’s talk Better Merch and Better Marketing.
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And before you go, make sure you grab your free Hit The TARGET bundle at https://hitthetargetbook.com/. It is packed with tools to help you identify your perfect customer, build reach, and execute your marketing with clarity.
As always, we are here to help. If you need help with branded merch, merch strategy, or creative ideas to grow your brand or your team, let’s talk. We would love to help. Get your TARGET Hiring Playbook here for free.
