Season 2 of Better Merch…Better Marketing is rolling along, and this week Kirby and Jade are back LIVE in the Hasseman Marketing office for a lively conversation about tech, retail, events, and of course, branded merch. From futuristic glasses to giant grocery bags, they covered a wide range of topics you won’t want to miss.
Meta AI Glasses: Cool Tool or Creepy Gadget?
The episode kicked off with a look at the Meta AI glasses—a product that has sparked plenty of buzz and more than a few questions.
Jade pointed out some creative ways these could be used at a trade show or live event, like identifying brands in real time or helping attendees navigate a show floor. Imagine walking into a booth and instantly pulling up a brand’s story or product catalog, all without pulling out your phone.
Kirby, meanwhile, focused on the content creation angle. For marketers, the ability to record, stream, and create hands-free opens up some incredible opportunities. But he also acknowledged the elephant in the room: privacy concerns. How will people feel about wearing or being recorded by glasses that are always on?
Both agreed it’s a fascinating piece of tech—but they want to hear from you. Would you wear Meta AI glasses? Would you use them in your business?
Aldi’s Giant Bag Campaign
From futuristic tech to the grocery aisle, Jade and Kirby then tackled the latest campaign from Aldi. The discount chain made waves with their oversized shopping bags designed to perfectly fit their carts. To add to the buzz, they gave away 1,000 of them.
The verdict? Jade and Kirby loved the concept. The bag fits seamlessly into Aldi’s shopper experience, it’s fun, and it’s a walking billboard for the brand. But the limitation—only 1,000 bags—left them scratching their heads. Why not make this a bigger program that more shoppers could access?
The lesson: if you create branded merch that perfectly fits your brand and resonates with your audience, don’t stop at just a taste. Scale it up and let the campaign run.
Lessons from the Customer Show
With Hasseman Marketing’s Branding Basecamp Customer Show just wrapped up, Kirby and Jade shared their takeaways.
The T-shirt station was a hit. Giving attendees a chance to print and customize their own shirt was not only fun but also created an interactive brand experience.
You can never over-communicate. From emails to reminders, making sure people know what’s happening and where to go is critical for success.
People remember the highlights. The conversations, the experiences, and the special touches are what stick—not the little things you might stress about behind the scenes.
It was a great event, and Jade and Kirby were thrilled with the feedback and energy.
Product of the Week: The 10 x 10 Tent
This week’s Product of the Week is something many attendees saw firsthand at the show: the 10 x 10 Deluxe Steel Frame Tent.Check it out here.
Tents like these are perfect for:
Outdoor events and festivals
Trade shows and community gatherings
Company picnics or recruiting fairs
Not only do they provide function and shelter, but they also create a big, bold canvas for your brand. Learn more and get yours here.
Shout-Out: Baltic State Bank
Finally, Jade and Kirby gave a shout-out to Baltic State Bank, which is opening a new branch in West Lafayette. It’s always encouraging to see investment and growth in the local community, and this expansion is a win for the area.
Wrapping Up
This episode had a little bit of everything: tech trends, retail campaigns, event lessons, and a standout product for outdoor marketing. If there’s a thread tying it all together, it’s this: when you combine creativity with strategy, branded merch and marketing campaigns can create real impact.
From AI glasses to giant shopping bags, the landscape of marketing continues to evolve—and Better Merch…Better Marketing is here to help you make sense of it all.
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 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!
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.
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!
We’re back with another episode of Better Merch…Better Marketing, and this week, Jade and Kirby are diving into some timeless lessons for both business and life. From investing in yourself to going back to basics when times get slow, this conversation is packed with reminders, encouragement, and a little inspiration to carry you into the fall season.
Why Investing in Yourself is Always Worth It
The episode kicks off with a powerful theme: the importance of self-investment.
Kirby shared some of his recent growth investments, including training with Alex Hormozi and joining Elite Coaching with Dan Martell. Both have helped him sharpen his focus, think bigger, and stay accountable.
The takeaway? Whether it’s through coaching, certifications, or simply carving out time to learn, putting resources into your own development pays off in better service, stronger leadership, and greater confidence.
Back to Basics When Things Slow Down
Every business has seasons of growth and seasons of slowdown. The trick is not to panic—but to go back to the fundamentals.
Kirby reminded us that when things get quiet, the best move is to return to the things that made you successful in the first place:
Making calls
Following up with customers
Networking intentionally
Revisiting core processes
Instead of overcomplicating the solution, lean back into the basics. They worked before—they’ll work again.
Looking Ahead to Fall
The conversation then turned to fall planning, and both Kirby and Jade shared what this season looks like for them.
Kirby emphasized being intentional with time—he’s already booked a family trip, making sure the calendar reflects both business and personal priorities.
Jade admitted her fall is shaping up to be incredibly busy. Her focus? Showing up even when she doesn’t feel like it. Consistency, especially during hectic seasons, is a skill that compounds.
It’s a good reminder for all of us: fall is a natural reset point. Plan intentionally, balance your commitments, and keep moving forward.
Product of the Week: Post-it® Transparent Notes with Custom Printed Cover
This week’s product spotlight is all about functionality that works across industries.
The Post-it® Transparent Notes with Custom Printed Cover are simple, effective, and endlessly versatile. Perfect for office use, creative brainstorming, or even fieldwork, they combine practicality with brand visibility.
The beauty of products like this is that they aren’t gimmicky—they’re actually used daily, keeping your brand top of mind in a subtle but powerful way. Learn more and order yours here.
Shout-Out: Coshocton Regional Medical Center’s Backpack Program
Each year, the hospital donates over 3,000 backpacks to local students, ensuring they have the supplies and confidence to start the school year strong. This long-standing tradition is a shining example of how organizations can use generosity to make a tangible difference.
It’s not just about backpacks—it’s about investing in the future of the community’s youth.
Final Thoughts
This episode of Better Merch…Better Marketing weaves together three key ideas:
Invest in yourself because your growth fuels everything else.
Don’t overthink it when times are slow—go back to basics.
Plan intentionally for the seasons ahead, both in business and in life.
And of course, it wouldn’t be an episode without a standout product to inspire your next branded campaign, and a community spotlight that reminds us all why giving back matters.
What did you think of this episode? Drop a comment below once you watch or listen—we’d love to hear your take on investing in yourself, the “back to basics” approach, or your favorite fall plans!
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!
