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!
As we head into 2026, business owners and marketers are being hit with more noise than ever.
New platforms. Even newer technology. New “must-do” tactics that promise fast growth and easy wins.
But here’s the truth: while the tools change, the fundamentals don’t.
In this video, I share seven Business Truths for 2026—not predictions, not hacks, but principles I’ve seen hold true over and over again while working with organizations of all sizes.
If you have not already subscribed to our podcast channel, 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!
A little bit each day is more powerful than a lot once a week
Consistency beats intensity—every time.
It’s tempting to believe that big bursts of effort will move the needle faster. But in real life, progress usually comes from small, repeated actions done consistently over time.
This applies to content creation, sales outreach, fitness, leadership, and marketing. Posting occasionally won’t outperform showing up regularly. Checking in with customers once a year won’t build loyalty like small, thoughtful touchpoints throughout the year.
In 2026, the brands that win won’t be the loudest—they’ll be the most consistent.
You need more than one tool in the toolbox to grow sales
There is no single channel that saves a business.
If your entire growth strategy relies on one platform, one salesperson, or one tactic, you’re building on shaky ground. Algorithms change. Markets shift. People move on.
Strong businesses diversify how they attract, engage, and retain customers. That might mean a mix of email, social media, sales outreach, referrals, events, and physical touchpoints.
Growth doesn’t come from finding the tool—it comes from building a balanced system.
Despite new technology, appreciation is still a superpower
Gratitude scales trust faster than automation ever will.
AI and automation can improve efficiency, but they can’t replace how people feel when they’re genuinely appreciated. A handwritten note. A thoughtful gift. Even a sincere thank-you.
Customers don’t leave companies because of a lack of technology—they leave because they feel forgotten or undervalued.
In 2026, appreciation won’t be outdated. It’ll be a competitive advantage.
Life is hard. Thinking it should be easy makes it harder
Resilience is a business skill.
There’s a subtle but damaging belief floating around that if something feels hard, it must be wrong. That simply isn’t true.
Building a business is challenging. Leading people is challenging. Growth is uncomfortable by nature.
The sooner we accept that difficulty is part of the process—not a sign of failure—the more equipped we are to push through it. The most successful leaders I know don’t avoid hard things. They expect them.
Attention is the real currency—and trust is how you earn it
Reach without trust is just noise.
You can buy attention. You can chase views. You can go viral. But none of that matters if people don’t trust you.
Trust is built through consistency, clarity, and delivering on promises—over time. It’s built when your marketing matches your reality and your values show up in your actions.
In a crowded marketplace, trust is what turns attention into action.
The businesses that win don’t do more—they do fewer things better
Focus is not a limitation. It’s a growth strategy.
Many businesses stall because they try to do everything at once. I know I have been guilty of this. I want to be on every platform. Chase every opportunity.
The companies that scale tend to choose a few core strategies—and execute them exceptionally well. Focus creates momentum. Momentum creates results.
In 2026, doing less—but doing it better—will matter more than ever.
Digital marketing works better when it’s paired with something physical
Screens start conversations. Tangible things build memory.
We live in a digital world, but humans are still physical beings. We remember what we can touch, feel, and experience.
Digital marketing is powerful, but when it’s paired with physical touchpoints—like branded merchandise, direct mail, or thoughtful gifts—it becomes more memorable and more effective.
The future isn’t digital or physical. It’s digital and physical, working together.
Final Thought
None of these business truths are flashy. That’s the point.
They’re fundamentals—principles that compound over time if you commit to them. As we move into 2026, the organizations that succeed won’t be the ones chasing every new trend. They’ll be the ones doubling down on what works, serving people well, and building trust one interaction at a time.
If you have not already subscribed to our podcast channel, 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!
It is time for a brand-new episode of Better Merch…Better Marketing, and this one kicks off 2026. Let’s learn a few lessons from Quick Serve Restaurants…and much more! Watch now!
In this episode, Kirby Hasseman and Jade Crider share business lessons inspired by quick-serve restaurants and what marketers can learn from their consistency, systems, and customer experience. They also break down the top five categories of branded merchandise that people actually keep, offering insight into what creates long-term brand value.
Kirby and Jade then talk through their goals for 2026 and what they are focused on improving in the year ahead. Hopefully, this gets your wheels turning!
The Product of the Week is the Moon Jams Bundle, a fun and engaging kit that brings energy and creativity to branded merch programs. The episode wraps up with a spotlight on Marlite and their commitment to giving back during the holiday season. A strong start to the new year with practical takeaways for marketers and business owners alike.
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 the final episode of Better Merch…Better Marketing, Kirby and Jade reflect on the year that was and look ahead to 2026. They share a few areas they want to focus on in the coming year, revisit the Dad Was Right/Dad Was Wrong segment including Jade’s realization that cold calling was not as bad as expected, and wrap up with their biggest takeaways from 2025. A thoughtful and candid conversation to close out the year.
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!
