This time on the Better Merch…Better Marketing podcast, Jade Crider and Kirby Hasseman talk about the year of big bets and bigger budgets. Let’s watch now!
It is time for a brand new episode of Better Merch…Better Marketing, and this one is all about momentum, confidence, and bold marketing moves. In this episode, Jade Crider and Kirby Hasseman dive into the news that Hershey’s is increasing its marketing budget by 20 percent and shifting more focus toward influencer marketing and digital channels. They discuss what this signals for brands of all sizes and why leaning into visibility when others hesitate can be a powerful strategy.
The conversation then turns to the rising cost of Super Bowl advertising, which is also up by 20 percent. While many brands may see that as a barrier, Kirby explains why he still believes Super Bowl ads remain a bargain when viewed through the lens of reach, impact, and long-term brand equity. It sparks a broader discussion about where companies should invest their marketing dollars in 2026.
Jade and Kirby also introduce the idea of 2026 as “the Year of the Horse” and what that mindset represents for businesses. Energy, movement, confidence, and forward progress define the theme. After several years of uncertainty and adjustment, they argue that 2026 feels like a comeback year for brands that are ready to show up, take action, and reconnect with customers in meaningful ways.
This episode is fun, forward-looking, and filled with encouragement for marketers and business owners who want to ride the wave of opportunity instead of sitting on the sidelines. It is a conversation about spending wisely, thinking boldly, and believing that 2026 is back.
Hit play, and let’s talk Better Merch and Better Marketing!
If you have not already subscribed to Better Merch…Better Marketing, today is a great day to do it! You can find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. Just search “Delivering Marketing Joy,” and you will have access to all of our podcasts in one place!
And 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’d love to help you. Get your TARGET Hiring Playbook here for free!
In this episode of Better Merch…Better Marketing, Jade Crider and Kirby Hasseman explore how intention and strategy shape both personal productivity and business success. Let’s watch now!
They begin with a discussion on the importance of intentional morning routines and why allowing social media or negative content to hijack the start of your day can derail focus and momentum. The conversation highlights how the way you begin your morning often determines how you approach your work and your goals.
Next, they dive into why trade shows can still be powerful when done correctly. Kirby and Jade share insights on how to approach trade shows with purpose, from engaging attendees to using branded merchandise as part of a larger experience rather than just a giveaway.
Finally, they discuss why creating curated kits can elevate the merch experience. Instead of handing out single items, bundling products into thoughtful kits helps tell a story, increases perceived value, and creates stronger emotional connections with recipients.
Product of the Week
And as per usual, Jade and Kirby highlight a Product of the week you should check out. This time, they feature a fun spinner pen that will not break the bank. Learn more here.
This episode offers practical takeaways for anyone looking to improve their daily habits, maximize trade show investments, and use branded merchandise more strategically.
Hit play, and let’s talk Better Merch and Better Marketing!
If you have not already subscribed to Better Merch…Better Marketing, today is a great day to do it! You can find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. Just search “Delivering Marketing Joy,” and you will have access to all of our podcasts in one place!
And 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’d love to help you. Get your TARGET Hiring Playbook here for free!
Too often, when people hear “swag,” they think of cheap pens, flimsy totes, or items that end up in the bottom of a drawer (or worse… the trash). And honestly? That criticism is often earned.
But when branded merch is done intentionally, it can be one of the most powerful tools in your marketing mix.
That’s why Jade recently introduced a simple but powerful framework we love here at Hasseman Marketing: The Merch Pyramid.
It’s a way to think strategically about branded merchandise so it doesn’t just look good in a proposal — it actually delivers value, builds your brand, and creates connection.
Let’s break it down.
The Merch Pyramid at a Glance
At its core, the Merch Pyramid has three levels:
Utility (the foundation)
Aesthetic (the middle layer)
Connection (the top of the pyramid)
If you nail all three, you don’t just have “stuff with a logo.” You have a branded merch campaign that works.
Miss one? The whole thing gets shaky.
Level 1: Utility (The Foundation)
The base of the Merch Pyramid is utility — and this part is non-negotiable.
If the item isn’t useful, nothing else matters.
No amount of clever branding or emotional messaging can save merch that:
Breaks easily
Feels cheap
Isn’t functional
Solves no real problem
If it’s cheesy, flimsy, or impractical, it won’t be used. And if it’s not used, it can’t do its job.
Great branded merch earns its place in someone’s daily life.
That might mean:
An item they use at work
Something they carry with them
Or maybe a piece of merch that solves a small but real problem
This is where many merch campaigns fall apart — not because of bad intentions, but because utility wasn’t prioritized first.
Utility builds trust. When your merch is genuinely useful, it sends a message: “We thought this through.”
Level 2: Aesthetic (Does It Look Like You?)
Once utility is locked in, we move up the pyramid to aesthetic.
This is where brand alignment comes into play.
A question Jade asked that really stuck with us was this:
“Could you put all of the branded merch you do in one picture and have it look good?”
That’s a powerful gut check.
Your merch should:
Look good
Feel intentional
Match your brand’s personality
Be consistent with your colors, tone, and vibe
This is where decisions about imprint style, logo treatment, messaging, and overall design matter.
It’s not about being flashy — it’s about being you.
When the aesthetic is right:
Your merch feels like part of your brand ecosystem
It reinforces brand recognition
It elevates perceived value
Inconsistent or sloppy aesthetics can undermine even the most useful item. But when utility and aesthetic work together, your merch starts to feel premium and purposeful.
Level 3: Connection (The Magic at the Top)
At the top of the Merch Pyramid is connection — and this is where good merch becomes great merch.
Connection is emotional.
It’s about how the merch:
Makes someone feel
Reflects that you understand your perfect customer
Sparks conversation
Creates a moment
That connection might come from:
A message that resonates
An item that shows you “get” their world
How and when the merch is delivered
The story tied to the item
Sometimes the item itself creates the connection. Every once in a while, it’s the note that comes with it. Other times, it’s the way it’s used as a conversation starter.
The key is this: connection doesn’t happen by accident.
It happens when you intentionally think about the person on the other side of the merch — not just your logo.
When you hit this level, your branded merch stops being a giveaway and starts becoming a relationship builder.
Why the Merch Pyramid Matters
The reason we love the Merch Pyramid is because it gives marketers a simple filter for better decisions.
Before launching a merch campaign, you can ask:
Is this genuinely useful?
Does it match our brand aesthetically?
Does it help create connection?
If the answer is “yes” to all three, you’re on solid ground.
If not, it’s worth rethinking.
This framework helps move branded merch out of the “afterthought” category and into its rightful place as a strategic marketing tool.
Want to Go Deeper?
We have created a free PDF that dives deeper into the Merch Pyramid and helps you apply it to your own branded merch strategy.
If you’re a marketing manager who wants merch that:
It is time for a new episode of Better Merch…Better Marketing, and Jade Crider and Kirby Hasseman are fresh back from the PPAI Expo in Las Vegas. Today we talk about things you can learn from “The Trade Show of Trade Shows!” Watch now!
In this episode, they break down the biggest lessons from the show and what clients and business owners can learn from the trends shaping the branded merchandise industry. In other words, this is what you can learn to make your next show even better.
The Rise of Activations
One of the biggest takeaways from the Expo was the rise of activations. What does that even mean? They dive in and explain. Jade and Kirby explain why interactive experiences were everywhere on the show floor and how brands can use activations to create stronger emotional connections through merch and marketing.
In addition, Jade and Kirby talk about creating the perfect merch…regardless of niche. This simple trick helps you nail your branded merch (and the rest of your marketing) every time!
The Product of the Week is the 24 Can Cooler Tote, a versatile and practical item that fits perfectly with event marketing, client gifting, and outdoor promotions. You can check it out here.
This episode is packed with practical insights from the PPAI Expo and is a great listen for anyone looking to create more intentional, effective branded merchandise programs.
Hit play, and let’s talk Better Merch and Better Marketing!
If you have not already subscribed to Better Merch…Better Marketing, today is a great day to do it! You can find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. Just search “Delivering Marketing Joy,” and you will have access to all of our podcasts in one place!
And 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’d love to help you. Get your TARGET Hiring Playbook here for free!
What do a scratch-and-sniff billboard, smarter branded merch, and packing for a huge industry event all have in common? In this episode of Better Merch…Better Marketing, Jade and Kirby break it all down.
First, we dig into a bold (and surprisingly smart) out-of-home campaign from Subway, where a scratch-and-sniff billboard was used to stop attention, spark curiosity, and create a real connection. What can marketers and merch pros learn from sensory marketing like this — and when does it actually make sense?
Then, Jade introduces her brand-new Merch Pyramid, a simple but powerful way to think about branded merchandise that actually moves the needle: Utility (does it get used?) Aesthetic (does it look good?) Connection (does it make people feel something?)
Finally, we get practical as we talk through the branded merch items we’re packing for our upcoming trip to PPAI Expo in Las Vegas — why we chose them, how they fit the Merch Pyramid, and what we’re hoping they help us accomplish at the show. If you care about: Smarter branded merch, Creative marketing ideas that stand out Practical takeaways you can actually use …this episode is for you. Oh…and don’t forget our Product of the Week (which you can find here) that will help keep us charged on the trip!
Hit play, and let’s talk Better Merch and Better Marketing!
If you have not already subscribed to Better Merch…Better Marketing, today is a great day to do it! You can find us on YouTube, Apple Podcasts, Spotify, or wherever you listen. Just search “Delivering Marketing Joy,” and you will have access to all of our podcasts in one place!
And 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’d love to help you. Get your TARGET Hiring Playbook here for free!
