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.
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.
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 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.
In this episode of Better Merch…Better Marketing, Jade Crider and Kirby Hasseman break down their favorite Super Bowl commercials, the weirdest ones, and the lessons small to mid-sized businesses can take away from the biggest advertising stage in the world. Let’s watch now!
Just like everyone you know…they did talk about commercials! They talk about the clever “Relax Your Tight Ends” prostate testing ad, Kirby’s love for the Dunkin’ commercial, and the brands that were boldly trolling their competitors. They also share why the Liquid I.V. singing toilet ad missed the mark for them. More importantly, they dig into what smaller brands can learn from the Super Bowl. What events can you dominate? What content can you create? And what would it look like if your company treated a local event like its own Super Bowl moment?
They even have some fun imagining what they would do if invited to participate in the Super Bowl experience.
The Product of the Week is a custom inverted umbrella from PopPromos. It is a practical, high-perceived-value item that is perfect as spring events and unpredictable weather approach. You can check it out here. Click to learn more.
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 would love to help. Get your TARGET Hiring Playbook here for free.
It’s time for another round of Thirsty Thursday—and this one came with a special introduction.
This episode, we welcomed our newest team member, Claire Bowman, to the table. Of course, Kirby immediately dubbed her “Ever Claire.” Because if you’re joining this crew, you have to have a sense of humor!
What better way to welcome someone to the culture of Marketing Joy than with a mystery drink and a new piece of branded drinkware? Watch now!
The Drink: Svedka Strawberry Lemon Flavored Vodka
This week’s mystery pour was Svedka Strawberry Lemon Flavored Vodka.
First impression? Strong.
Very strong.
But here’s the twist—while it packed a punch, the reviews were actually positive across the board.
Not something we’d typically drink straight.
Definitely something we could see becoming a staple in a mixed drink.
Sweet, fruity, and built for summer cocktails.
In other words: On its own? Intense. In a mixer? Dangerous in the best way.
And honestly, it made for a fun, lively episode—especially with Claire stepping into the Thirsty Thursday hot seat for the first time.
The Drinkware: “The Boss” – 26 oz RPET Water Bottle (Koozie Group)
This isn’t just another water bottle. The embossed imprint elevates it. It feels intentional. Clean. Professional. The kind of piece people keep on their desk, in their gym bag, or in their car.
And that’s the whole point of great branded merch—longevity.
Svedka Strawberry Lemon Vodka: Bold. Strong. Surprisingly solid—especially as a mixer.
The Boss 26 oz RPET Bottle: Clean design. Sustainable build. Premium imprint. A real winner.
And most importantly—welcome to the team, Claire. Or should we say… Ever Claire.
Another Thirsty Thursday in the books. Marketing should be fun—and this one definitely was. Cheers.
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!
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:
