It’s time for another round of Thirsty Thursday! This week was a special one because Jade is officially back in the office (for the Customer show), which meant the full crew—Jade, Briar, and Kirby—was together again. And in true Thirsty Thursday fashion, we celebrated by trying a mystery drink from a fresh piece of branded drinkware.
So what did we sip on this time? Let’s dive in.
The Drink: Downeast Pumpkin Blend
Since fall is in the air, it only made sense to try something seasonal. We cracked open the Downeast Pumpkin Blend cider, a drink that promised to bring cozy autumn vibes in every sip.
The reviews were solid across the board. Jade, who has been lovingly nicknamed “Jade Cider” for her fondness of this category, gave it a big thumbs up. She thought the pumpkin spice notes were flavorful and a perfect match for the season. Briar and Kirby were also on board, calling it “solid” and “good for the season.” While it may not be the kind of cider you’d drink every single day, it definitely has a place as a fall staple—something you’d want to enjoy by a campfire, after a hayride, or at a fall tailgate.
Bottom line? If you’re looking for a seasonal sip that pairs pumpkin spice with crisp cider, Downeast delivers.
The Drinkware: Vulcan Stainless Steel Water Bottle with Strap
Now let’s talk about the star of the show—the Vulcan Stainless Steel Water Bottle with Strap from Bel Promo. This 34 oz. bottle was an absolute hit with the team. Everyone agreed: it’s a great size, great value, and perfect for both everyday hydration and promotional use.
One of the standout features of this piece is its subtle, tone-on-tone imprint. Sometimes, less really is more. The design came out sleek and understated, which makes the bottle not only functional but also stylish. In fact, this was one of the giveaway items at our recent customer show, and it received rave reviews.
Another big win? The low minimum order quantity. With just 12 pieces as the starting point, this makes it a great option for smaller teams, special events, or exclusive giveaways. You don’t have to commit to hundreds just to get high-quality branded drinkware into the hands of your audience. Learn more and order yours here.
Why This Works
One of the things we love most about Thirsty Thursday is showing how branded merch can be more than “stuff.” When it’s done right, it’s useful, high-quality, and creates an experience. The Vulcan Water Bottle is exactly that kind of piece—it’s the kind of promo item people actually want to use. Pair that with a fun, seasonal drink like Downeast Pumpkin Blend, and you’ve got a winning combo that fits the vibe of the season.
Final Thoughts
This week’s Thirsty Thursday was a reminder of why we love doing this series. It’s about trying new things, testing out great merch, and having a little fun along the way. The Downeast Pumpkin Blend brought the fall flavors, and the Vulcan Stainless Steel Water Bottle with Strap proved to be an MVP in the branded merch game.
So what’s the verdict? Solid reviews on the cider (especially from Jade “Cider”) and unanimous love for the drinkware. That’s a Thirsty Thursday win in our book.
If you want to check out this piece for your team, event, or next campaign, you can find it here: Vulcan Stainless Steel Water Bottle with Strap. And don’t forget—if you want to see other great drinkware ideas we’ve tested on the show, you can shop our Thirsty Thursday collection here: Thirsty Thursday Shop.
Until next time, cheers from all of us at Thirsty Thursday!
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!
This week’s episode of Better Merch…Better Marketing was packed with inspiration, recognition, and a few behind-the-scenes updates. Jade Crider and Kirby Hasseman covered everything from superhero rebrands to the final countdown for Hasseman Marketing’s big customer event.
Lessons From the DC Rebrand
Rebrands are always tricky, and when you’re dealing with a cultural icon like Superman, the stakes are even higher. DC recently announced updates to their brand and a new take on the Man of Steel, which sparked plenty of discussion.
Jade and Kirby pulled out three lessons that any business can apply:
If you’re going to change, commit to it. Halfway rebrands confuse audiences. Go all in so the update feels fresh and intentional.
Pair a rebrand with a product launch. DC didn’t just roll out a new look—they timed it with the launch of a new Superman movie. When you connect the excitement of a rebrand with something tangible, you give people a reason to pay attention.
Plan what comes next. A rebrand shouldn’t be a one-off. Schedule out the next products, services, or campaigns to build anticipation and keep momentum going.
It’s a reminder that a rebrand isn’t just about aesthetics—it’s about creating energy, excitement, and a path forward for your brand.
Final Countdown to Branding Basecamp
The big day is almost here! Hasseman Marketing’s annual customer show, Branding Basecamp: The Journey to Merch Mountain, takes place on Tuesday, September 23rd from 11 a.m. to 3 p.m. at New Pointe Community Church in Coshocton.
Jade and Kirby shared a little peek into the last-minute details happening behind the scenes:
Coordinating with supplier partners
Finalizing displays and product setups
Making sure the event delivers not only value but also the signature “Marketing Joy” experience that Hasseman Marketing is known for
It’s shaping up to be an event full of ideas, inspiration, and plenty of branded merch that helps organizations connect with customers and employees.
Jade Recognized as a PPAI Rising Star
One of the highlights of this week’s episode was celebrating Jade Crider’s recognition as a 2025 PPAI Rising Star. Read the article here.
Jade shared what the recognition means to her and why she’s so excited about the future. For her, it’s not just about an award—it’s about making an impact in an industry she’s passionate about and showing what’s possible when you bring creativity and energy to the table.
Kirby couldn’t help but share his pride as well, highlighting how Jade’s drive, curiosity, and creativity have made a difference for both clients and the Hasseman Marketing team.
Product of the Week: The Big Un Chair
This week’s Product of the Week is the Big Un Chair from Brentwood. Check it out here.
This oversized camp chair isn’t just practical—it’s memorable. Perfect for outdoor events, tailgates, or giveaways, it makes a statement while still being incredibly functional. Jade and Kirby loved the way it blends fun, comfort, and branding opportunities in one package.
Shout-Out: Marion Sutton
Finally, this week’s shout-out went to Marion Sutton, who was honored as the Coshoctonian at the Coshocton County Chamber Dinner. The award recognizes individuals who have made a lasting impact on the community, and Kirby and Jade were thrilled to see Marion celebrated for her leadership and dedication.
Wrapping Up
From lessons learned in a high-profile rebrand to the celebration of rising stars and community leaders, this episode of Better Merch…Better Marketing was full of insights and inspiration.
Don’t miss the full conversation—and if you’re registered for Branding Basecamp, we’ll see you at Merch Mountain on Tuesday!
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!
This past July, I did something that felt both exciting and terrifying: I took myself out of the office for a full month.
Now, this doesn’t mean I didn’t work. Instead, the idea was to step away from the day-to-day operations of Hasseman Marketing to see where I was acting as a bottleneck, where I was holding on too tightly, and what could happen if I created more space. The idea wasn’t mine originally—I got it from Mike Michalowicz’s book Clockwork. But putting it into practice was eye-opening, and I learned more than I expected about leadership, my team, and myself.
What I Got Right
Looking back, there were some key things I did well in preparing for this “month away.”
1. I planned ahead. Normally, I’m the type to get an idea and want to jump in immediately. But this time, I took three full months to prepare. That planning period was critical because it allowed me to think through the details and anticipate challenges.
2. I made a list of the essentials. Before stepping back, I wrote down every single area of the business where I thought “I have to be involved.” Spoiler alert: the list was shorter than I thought it would be. And that clarity made it easier to hand off responsibilities.
3. I trained others. This wasn’t just about me disappearing and hoping things worked out. I spent intentional time equipping my team to handle the tasks I normally touch. Training was a huge piece of the puzzle.
4. I communicated clearly. I didn’t just tell my team once. I explained over and over again what I was doing and why. By the time July rolled around, the team knew the purpose of the experiment—and they were bought in.
What I Got Wrong
Of course, not everything went perfectly. In fact, some of my biggest lessons came from the mistakes.
1. I didn’t schedule enough work for myself. Without all the daily “minutiae” that normally fills my time, I got through some big projects faster than expected. Suddenly, I was left with more open time than I had planned for.
2. I wasn’t intentional with my calendar. Instead of using that extra time wisely, I let my calendar fill up with things that weren’t always strategic. Looking back, I wish I had guarded it more closely.
3. I forgot to schedule “thinking time.” As leaders, we all say we want more time to think. But when the opportunity came, I didn’t protect it. That was a miss.
4. I didn’t schedule fun. This one surprised me. With the extra space, I thought fun would just “happen.” It didn’t. And since I didn’t put it in the calendar, it never made it onto the priority list.
The Lessons I Learned
So, what’s the bottom line from this month away? Here are a few big takeaways that I’ll carry with me:
I don’t have to be involved in everything. The team can handle more than I sometimes give them credit for.
I really love what I do. Taking a step back reminded me just how much I enjoy the work and the people I get to work with.
I need to do this again. Maybe not for a full month every time, but putting intentional space on my calendar is something I want to repeat.
I missed the interaction. I’m an extrovert. As much as I enjoyed the big projects, I missed the day-to-day energy of working alongside people.
Build a business you don’t want to sell. Here’s the biggest one: if you ever want to sell your business, you need to build one you don’t want to sell. That means creating systems, empowering people, and building something sustainable without you in every detail.
Why This Matters
If you’re a founder, CEO, or even a manager, chances are you’re the bottleneck in more areas than you realize. Stepping out of the day-to-day, even for a short period of time, gives you a clearer view of what’s working, what’s not, and what truly requires your involvement.
For me, this experiment was worth it. I learned about myself, my team, and my business. And while I didn’t get everything right, the process gave me insights I never would have gained otherwise.
If you’ve ever thought about doing something like this, my advice is simple: plan ahead, communicate well, and then go for it. You’ll be surprised at what you (and your team) discover.
What about you? If you stepped away from the daily grind for a month, what would you learn about your team?
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!
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.
