It’s hard to believe we’re already talking about Q4, but here we are—and this week’s episode of Better Merch…Better Marketing is packed with timely insights. From industry events to seasonal trends, Kirby and Jade share lessons, stories, and strategies to help you finish the year strong.
Lessons from Skucamp
Kirby just returned from Skucamp, one of the premier events in the promotional products industry. Beyond the swag and sessions, what stood out were the lessons that apply far beyond just this industry. Here are a few of his takeaways:
Be willing to invest in yourself. Whether it’s time, money, or both, the best growth opportunities come when you’re intentional about stepping outside your routine.
There isn’t one path to success. At Skucamp, leaders of all types shared their journeys, and no two looked alike. That’s good news—it means you can chart your own course.
Get in rooms that elevate you. When you surround yourself with people who push you to level up—and genuinely want you to succeed—you grow faster.
Keep an open mind. Growth requires curiosity. The minute you stop thinking you have something to learn, you plateau.
Events like Skucamp aren’t just about business cards and presentations. They’re about finding energy and perspective that you can’t always get from behind your desk.
Q4 Trends in Branded Merch
From there, Jade and Kirby dove into the trends they’re seeing as we head into the busiest season of the year for branded merchandise. A few key themes stood out:
Great Kitting and 1-Piece Minimums. The industry is embracing personalization at scale. Whether it’s curated kits for employees or one-off gifts, it’s never been easier to create high-impact experiences.
Improved Packaging. First impressions matter, and packaging has leveled up. Thoughtful, branded packaging elevates even simple products into memorable gifts.
Give-Back Components. More organizations are choosing products with a purpose—items that contribute to causes or sustainability efforts. This not only resonates with recipients but also aligns with company values.
These trends point to a shift: branded merch isn’t about “stuff” anymore. It’s about meaningful experiences.
Jade’s Return to Ohio
In exciting news, Jade is heading back to Ohio to help with the upcoming Customer Show. Kirby and Jade discussed why this event matters and the kind of products that are absolute “must-haves” for making an impression. (Pro tip: you’ll have to watch or listen to hear their picks!)
Their point? While Jade (and a few of the team) work remotely, it can be powerful to get them to come into the office to work together on projects and reconnect.
The book explores how marketing and HR intersect when it comes to attracting and retaining top talent. With practical frameworks and real-world lessons, it’s designed to help leaders approach hiring and culture with the same intentionality as their marketing.
This episode of Better Merch…Better Marketing covered a lot of ground—from Skucamp lessons and Q4 merch trends to personal updates and new releases. But if there’s a theme tying it all together, it’s this: be intentional.
Be intentional about where you spend your time (and who you spend it with).
Be intentional about the products you choose and the experiences you create.
Be intentional about investing in yourself and your team.
With that mindset, you won’t just get through Q4—you’ll thrive.
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!
Attracting and keeping great employees has become one of the biggest challenges for organizations today. And while most leaders think about HR and marketing as two completely separate functions, the truth is that they’re deeply connected. That’s one of the key ideas behind my new book, TARGET for Talent. In this latest DMJ 1 on 1 episode, I share five important lessons from the book that can help leaders rethink how they approach hiring, culture, and retention. Get the Kindle Version of the book (this week) for FREE here.
1. Hiring Is Marketing
Most organizations treat hiring as a simple HR transaction: post a job, gather resumes, and pick someone. But the reality is that hiring works just like marketing. You’re not just filling a role—you’re telling a story that connects with people.
When you write a job description, don’t make it a sterile list of tasks. Think of it as marketing copy. Speak to the person you’re trying to attract, not just the position you’re trying to fill.
Lesson: If you want better hires, start writing job descriptions like you would write an ad to attract customers. Anchor Quote: “You’re not hiring a position. You’re hiring a person.”
2. Always Be Accepting (Not Just Hiring)
Too many organizations only recruit when they’re desperate. But that’s like only advertising when sales are slow—it’s already too late.
Instead, you need to build what I call a “talent community.” This is a warm list of people who already know your brand, like what you do, and would consider joining your team when the right opportunity comes up. Even if you don’t have a current opening, you should be out in the market telling your story and building connections.
Lesson: Don’t wait until you have an urgent need. Build relationships with potential candidates year-round. Anchor Quote: “You can’t hire who you can’t reach. And you can’t reach them if they don’t know you exist.”
3. Hiring Is Sales with a Soul
The way you treat candidates says everything about your organization. Every single applicant—whether you hire them or not—is a potential brand ambassador.
That’s why responsiveness, empathy, and communication matter. Reply quickly. Be human. Let people know where they stand. Even if you don’t offer someone a job, how you treat them in the process will shape how they feel about your brand.
Lesson: Hiring is not just about filling a seat. It’s about building relationships that enhance your reputation. Anchor Quote: “The faster you care, the more they believe.”
4. Enthusiasm > Perks
Ping-pong tables and free snacks are nice, but they’re not what creates culture. Culture is built in the little moments that make people feel valued.
Things like thoughtful onboarding kits, celebrating small wins, referral bonuses, or even personal thank-you notes can go a long way. Those are the things that turn employees into real brand ambassadors—people who are excited to tell others about where they work.
Lesson: You don’t need a massive budget to build a great culture. You need intention, enthusiasm, and small consistent touchpoints. Anchor Quote: “You don’t need to hire a hundred influencers. Just make sure your own people want to talk about where they work.”
5. What Gets Measured Gets Managed
In sales, we’d never dream of running without dashboards and metrics. Yet too many HR departments are flying blind.
You need to measure both lag indicators (like turnover or retention rates) and lead indicators (like how many interviews you’re scheduling, or how often you’re recognizing employees). Tracking these behaviors helps you stay proactive, instead of reacting after a problem gets too big.
Lesson: HR deserves the same rigor and tracking as sales. Measure it, manage it, and improve it. Anchor Quote: “You can’t manage what you’re not measuring. And you can’t grow what you’re not training.”
Final Thoughts
If there’s one big takeaway from these lessons, it’s that hiring and retention aren’t “HR problems.” They’re business-critical issues that require the same thought, creativity, and consistency as marketing and sales.
When you think of hiring as marketing, build a talent community, treat candidates like people, focus on culture over perks, and track what matters—you’ll create an organization where great talent not only joins but stays.
That’s the heart of TARGET for Talent: helping leaders connect the dots between people and performance. Because at the end of the day, your team is your brand—and the relentless pursuit of better starts with them.
We’re back with a brand-new episode of Better Merch…Better Marketing, and this week Jade Crider and Kirby Hasseman dive into some fun, lighthearted, and even inspiring conversations. The theme? Perfect Pairings. From TV and merch combos to book launches and golf outings that do good, this episode is all about the right things coming together at the right time.
Dancing with the Stars and Perfect Pairings in Merch
Jade kicked things off by talking about the new Dancing with the Stars pairings just announced. Kirby looked a little skeptical at first—until Jade used the show’s concept of pairings as inspiration for branded merch.
Just like dance partners need chemistry, branded merch campaigns work best when the product and the message are in sync. The right item with the right design, given to the right audience, creates real impact. Whether it’s drinkware paired with a wellness campaign, or calendars paired with long-term customer engagement, the secret is in the pairing.
Kirby’s New Book: TARGET for Talent
Next up, Kirby shared some exciting news—his new book, TARGET for Talent, is being released next week!
The book builds on the success of his TARGET marketing framework and applies those principles to the challenge of attracting and retaining great employees. Kirby talked about the inspiration behind the book, what readers can expect, and even teased a special opportunity: you’ll be able to grab a copy for FREE next week.
It’s a great reminder that just like marketing, hiring and talent development benefit from intentional strategies. Stay tuned for the launch details!
What We’re Watching Right Now
In keeping with the “perfect pairings” theme, Jade and Kirby had a little fun sharing what shows they’re watching (or excited to watch).
Kirby is ready for football season to kick off again. For him, nothing pairs better with the fall than college football and the NFL.
Jade has been binging Wednesday, the hit Netflix series, and is loving the dark humor and unique style.
It sparked the question: what are you watching right now? Drop your current favorite in the comments—we’d love to hear your picks.
The kit is designed for convenience, utility, and style. Perfect for busy professionals, travelers, or even employees heading to and from the office, it’s one of those pieces of branded merch that fits into people’s everyday lives. And when a product becomes part of someone’s routine, your brand stays with them.
It’s another example of the “perfect pairing” idea—matching useful, thoughtful merch with an audience that actually needs and appreciates it. And yes, if you want to order this now for the holidays, you can do that here.
Shout-Out: West View Healthy Living
Finally, the team gave a shout-out to West View Healthy Living for their recent golf outing. The event raised money for their “Dream On” program, which helps grant wishes for their residents.
This is such a great example of an organization using creativity and community support to bring joy into people’s lives. At the end of the day, that’s what good branding—and good living—is all about.
Final Thoughts
This week’s episode of Better Merch…Better Marketing tied together a lot of themes, but it all came back to the same idea: pairing the right things together creates magic. Whether it’s:
A branded merch item paired with a thoughtful message,
A new book paired with a real need in the workplace,
Or a community event paired with a meaningful cause…
The right pairing creates impact.
Tune in to this episode for laughs, insights, and maybe a few new ideas to inspire your own “perfect pairings.”
And as always, 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 the latest episode of Better Merch…Better Marketing, Jade Crider (your Branding Bestie) and Kirby Hasseman dive into a mix of branding controversies, design debates, marketing lessons, and even sequels. As always, the conversation blends fun with practical insights that any business can take to heart.
Cracker Barrel’s Rebrand Controversy
The big headline this week? Cracker Barrel’s new rebrand.
Jade and Kirby unpacked the controversy surrounding the restaurant chain’s refreshed identity. Their takeaways were simple but powerful:
Know your audience. If your customer base is resistant to change, even small updates can spark backlash.
Know your brand. Cracker Barrel has always leaned into its old-fashioned, nostalgic vibe. Moving too far away from that core risks alienating loyal fans.
Weather the storm. If you do decide to rebrand, understand that initial pushback is normal. Success requires staying the course long enough for the change to settle in.
But Kirby threw in an interesting theory: what if the “controversy” itself was part of the plan? After all, few brands get this much free publicity in 2025. Whether intentional or not, people are talking about Cracker Barrel—and that in itself may be a win.
Form vs. Function
Next, Kirby and Jade debated an age-old design question: what matters more—form or function?
Kirby asked Jade if she tends to prioritize aesthetics over utility (and wondered if preferences differ by gender or generation). Jade pushed back, arguing that it really depends on context. Sometimes form drives emotional connection, while other times function is non-negotiable.
The real question: what’s more important to you? Let us know in the comments—because this is one that sparks different answers for everyone.
Sequels, Season 2s, and Planning for Success
From branding debates, the duo shifted into pop culture with a discussion on sequels and second seasons of popular shows.
Jade admitted she doesn’t love many sequels (especially Happy Gilmore 2)—most of them feel rushed or unnecessary. Kirby pointed out that part of the problem is planning. Many creative teams don’t expect their first project to succeed, so they don’t think ahead to what a follow-up would look like.
That’s not just a Hollywood problem—it’s a marketing lesson, too. Too often, organizations don’t plan for success. They roll out a campaign or product with no roadmap for what happens if it works. The key takeaway: always plan for the next step, because momentum is only valuable if you’re ready to use it.
Product of the Week: Custom Appointment Calendars
This week’s featured product is one of the most foundational tools in branded marketing: the Custom Appointment Calendar.
Unlike generic giveaways, these calendars put your brand story front and center in your customer’s home or office for an entire year. With full customization, you can create a piece that reflects your mission, highlights your products or services, and keeps your message visible every single day.
It’s hard to beat the staying power of something that literally hangs in your client’s line of sight all year long. Want to learn more or get your project started now? Head here.
Shout-Out: Coshocton County Commissioners
The episode wrapped with a well-deserved shout-out to the Coshocton County Commissioners.
Their leadership has been instrumental in securing grant dollars and advancing major projects in the county. Thanks to their work, Coshocton is seeing real change and development that benefits the entire community. It’s another reminder that local leadership matters—and when done well, it can transform a region.
Final Thoughts
From national rebrands to local leadership, this episode of Better Merch…Better Marketing covers a wide spectrum of lessons:
Know your audience and brand identity before making big changes.
Balance form and function in your design decisions.
Plan for success—whether it’s a show, a campaign, or your next business move.
Don’t overlook foundational marketing pieces like custom calendars.
And never forget to celebrate the leaders and organizations driving impact in your community.
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!
Welcome back to Thirsty Thursday, our favorite piece of content—because let’s face it, we get to drink at work. This week’s episode featured a special guest, Jeff Wickerham, who joined Briar Swigert and Kirby Hasseman to take on the latest mystery drink challenge. And as always, we paired the beverage with a standout piece of branded drinkware that deserves the spotlight.
The Drinkware: Quencher Collection from Moderne Glass
With its sleek design, generous size, and practical build, the Quencher has quickly become one of the hottest trends in drinkware. What makes this piece extra exciting is the option for a full-color imprint—which we featured in this episode. The vibrant imprint turns a functional tumbler into a real branding showcase, making it a perfect promo item for businesses that want to stand out.
The verdict from the crew? Two thumbs up. The Quencher feels premium, offers plenty of space for customization, and is versatile enough to work in nearly any industry. It’s the kind of product people will actually use every day—and that means your brand goes with them. Get yours started here today.
The Mystery Drink: The Long Drink
Of course, Thirsty Thursday isn’t just about the drinkware—it’s about what we pour into it. This week’s mystery drink came in with a little intrigue.
Jeff’s take: He called it a “low-carb option,” which made everyone curious right away.
Kirby’s guess: After a sip, he asked (with some hesitation), “Is it gin?”
Briar’s call: As usual, Briar nailed it. He identified the drink exactly. It was The Long Drink—a unique beverage with Finnish roots that blends natural flavors with gin for a refreshing twist. Learn more about it here.
And just like that, Briar’s reputation as the Thirsty Thursday “super taster” continues.
Reviews: Drink and Drinkware
The Quencher Collection was universally loved—its size, style, and imprint options make it a clear winner in the branded merch world.
The Long Drink got solid feedback as well, with Jeff and Kirby both appreciating the taste (even if it took a minute to figure it out). And Briar? Well, he gets bragging rights for once again calling the drink correctly.
Why It Matters for Branded Merch
Every week on Thirsty Thursday, we’re reminded that branded drinkware is one of the most effective ways to get your logo and message in front of people. Here’s why pieces like the Quencher stand out:
Utility: Everyone uses drinkware—daily.
Longevity: A quality tumbler can last for years, keeping your brand visible long after the campaign ends.
Customization: Full-color imprint options mean your brand can truly shine.
Trends: Drinkware like the Quencher is “in.” When people love the product itself, they use it more, and that keeps your brand top-of-mind.
Final Thoughts
This episode had everything we love about Thirsty Thursday: great company, a mystery drink, a high-quality branded merch feature, and even a little bragging rights for Briar. The 40 oz Quencher Collection is a must-watch item for anyone planning their next branded merch campaign. And if you haven’t tried The Long Drink yet, maybe it’s time to give it a shot (or a sip).
Stay tuned for more laughs, more great merch, and of course, more mystery drinks. Until next time—cheers from the Thirsty Thursday crew!
And as always, 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!
