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!
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!
On the latest episode of Better Merch…Better Marketing, Kirby and Jade cover a little bit of everything—from marketing brilliance and intentional branding to downright strange Gen Z TikTok trends. This week’s conversation is packed with insights, laughs, and a few ideas you might just be able to steal for your own business.
Taylor Swift’s Strategic Brilliance
The episode kicked off with Taylor Swift’s latest headline-making move—announcing her new album on the New Heights podcast with Travis and Jason Kelce. Jade pointed out the sheer intentionality in Swift’s marketing. Nothing she does is accidental, and this was yet another masterclass in audience targeting and platform choice.
Kirby agreed and took the discussion further, highlighting the importance and power of building your own audience. Swift can make a splash anywhere because she’s spent years cultivating a loyal fanbase. Whether you’re a music icon or a small business owner, the takeaway is the same—focus on your audience, connect with them consistently, and they’ll follow you anywhere.
Big Brands, Big Ideas
From music megastars, the conversation shifted to some impressive campaigns from big brands. Kirby brought up McDonald’s recent rollout of their chicken strips—a campaign that leaned heavily into nano-influencers. Instead of chasing massive celebrity endorsements, they partnered with local foodies to create authentic, relatable reviews. The result? Other influencers picked up on the trend, and social media was buzzing.
The lesson here for small businesses: you don’t need a huge budget to make an impact. Find the people in your community who already have influence in your niche and collaborate with them in fun, creative ways.
Jade chimed in with another example—Mattel’s successful rebranding of Barbie through the blockbuster Barbie movie. It was a perfect case of modernizing a legacy brand for a new audience while staying true to its core identity.
Brain-Rot Marketing for Gen Z
Not all marketing trends get a thumbs up from our hosts. Jade shared a phenomenon she’s been seeing on TikTok—what she calls “brain-rot marketing.” Brands like Pine-Sol and Nutter Butter are creating bizarre, random videos designed to grab attention and go viral with younger audiences.
While Jade found it fascinating and worth noting, Kirby wasn’t convinced. He admitted that he didn’t “get” it and worried that, while it might rack up views, it might not actually convert into long-term brand loyalty.
Product of the Week: Glass Jar Candle from Numo
This week’s Product of the Week comes from Numo—a beautiful Glass Jar Candle with Lid and direct print decoration. You can check it out here.
It’s a perfect example of branded merch that people actually use and enjoy. Candles work across industries, are universally appealing, and can be customized to reflect your brand’s personality and scent preferences.
Shout Out: Local Festivals in Coshocton County
The episode wrapped up with a nod to some exciting local happenings—the Coshocton Dog Fest and the Roscoe Village Food Truck Festival happening this weekend. Both events bring the community together, support local vendors, and give people a reason to get out and explore.
Final Thoughts
From Swift’s calculated moves to McDonald’s nano-influencer magic, this episode proves that great marketing can come from anywhere—and not all of it will make sense to everyone. The key is knowing your audience, meeting them where they are, and being intentional about every move you make.
Whether you’re running a small local business or managing a global brand, there’s something in this episode for you. Tune in, take notes, and maybe even light a candle while you listen.
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!
We’re back! After wrapping up Season 1, Jade Crider and Kirby Hasseman are kicking off Season 2 of Better Merch…Better Marketing with fresh stories, lessons learned, and a few laughs along the way. From big life changes to bold PR moves, this episode is full of practical takeaways (and a really cool product you’ll want to see).
Here’s what we covered in this week’s episode:
Big Changes in July
July brought big shifts for both Jade and Kirby.
Jade made a major move, relocating from Colorado to Georgia. In the episode, she shares what it’s been like to transition both personally and professionally, including the adjustments she’s making in a brand-new environment.
Kirby, on the other hand, spent the month “out of the office.” He didn’t completely disconnect from work but intentionally pulled back from his usual pace. He shares what worked (recharging and finding clarity) and what didn’t (because, let’s be honest, unplugging from a busy schedule isn’t always smooth).
The lesson? Sometimes you need to step back—or shake things up—to see your business (and your life) from a fresh perspective.
A Brilliant PR Move from Astronomer
We couldn’t resist talking about the story that took social media by storm: Astronomer’s CEO and HR director unexpectedly going viral after being caught on the “kiss cam” at a Coldplay concert. Instead of ignoring it, the company leaned in with humor and creativity—bringing in Gwyneth Paltrow as their temporary spokesperson to address the attention.
And it worked.
Both Jade and Kirby agreed: this was PR done right. It was smart, funny, and most importantly, human. It’s a great reminder that not every “crisis” is a crisis. Sometimes, if you embrace the moment with authenticity, it can turn into a win.
Instagram is Becoming a Search Platform
Jade led a fascinating discussion on Instagram’s shift toward becoming more of a search platform—and what that means for marketers.
Instead of just pretty pictures and short captions, users are now treating Instagram like a mini search engine. That means captions, keywords, and descriptions matter more than ever.
Some of the key tips we discussed:
Write captions with searchable terms that match what your audience is looking for.
Consider the questions people are asking and use your posts to answer them.
Don’t just post for aesthetics—think about discoverability.
If you’re using Instagram for business, it’s time to optimize not just for likes but for searchability.
Product of the Week: EZ Breezy Neck Fan
When it’s hot outside, you don’t just want to cool off—you need to. That’s why our Product of the Week is the EZ Breezy Neck Fan from HPG.
This hands-free fan is rechargeable, lightweight, and perfect for events, outdoor work, or simply surviving summer. It’s also a fantastic branded merch option because it’s useful, fun, and attention-grabbing—the kind of thing people will thank you for.
Shout Out of the Week: Coshocton Economic Development Win
Finally, we ended the episode with a huge shout out to the Coshocton Port Authority, Ohio SE, the Ohio Department of Development, and everyone involved in securing a $58.7 million grant for the old AEP site in Coshocton County.
This funding will help build out the infrastructure to make the site ready for future economic development projects—an incredible step forward for the local community.
This is a huge win for Coshocton County, and it’s a great example of what happens when local leaders, state agencies, and development organizations work together.
Final Thoughts
Season 2 is off to a strong start. From personal growth to smart PR strategies, from Instagram’s evolution to innovative branded products, this episode is packed with value—and plenty of reasons to get excited about what’s next.
Be sure to watch the full episode above, and if you haven’t subscribed yet, now’s the time. Season 2 is going to be even bigger, better, and more insightful.
And if you’re battling the summer heat? Get yourself an EZ Breezy Neck Fan. Trust us.
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!
