By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

The New York Knicks recently made the front page of The New York Times for something merch people immediately understood: Fans wouldn’t wear the free playoff shirts.

As someone who lives and breathes branded merchandise, this is my Roman Empire.

Thousands of pristine playoff tees covered every seat at Madison Square Garden — a perfectly coordinated branding moment, completely defeated by New York outfit planning.

One fan interviewed in the article wore a Patrick Ewing jersey, Ewing-themed socks, and matching sneakers.

Another explained it perfectly:

When you put the T-shirt on, everybody looks the same. We’re New Yorkers. We’re all different kinds of people, in different kinds of ways.

Exactly.

That quote captures one of the most important truths in branded merch strategy:

You don’t design for the brand identity you wish your audience had.
You design for the identity they already have.

And Knicks fans are not:
“Put on the free shirt and participate.”

They’re:
“Thank you for the material. I’ll take it from here.”

The Best Branded Merchandise Reflects Identity

The Knicks optimized for visual cohesion.

But Knicks fandom isn’t about cohesion — it’s about expression.

That’s where so many brands miss the mark with promotional products and event merchandise. They focus on uniformity instead of individuality.

The reality is that the best branded merch doesn’t erase personal style. It becomes part of it.

People want custom merch that helps them signal who they are — not disappear into a crowd.

Especially in cities like New York, fashion is participation.

What I Would Have Done Instead

If I were leading the playoff merch strategy, I would’ve leaned all the way into basketball-meets-Mardi-Gras energy.

Instead of one standard tee, imagine:

• 🟠 Glitter hats
• 🔵 Iron-on patches
• 🟠 Oversized chains
• 🔵 Customization stations
• 🟠 Fake fur accents
• 🔵 Bedazzling tables

Now the fans aren’t just wearing branded merchandise.

They’re creating it.

That’s the difference between giveaway merch people politely accept and experiential merch people emotionally connect with.

The Smartest Brands Listen Before They Design

Your audience will always tell you who they are.

The smartest brands listen before they create the merch.

Because successful promotional merchandise isn’t about forcing people into a brand moment. It’s about designing something people genuinely want to make their own.

The Knicks playoff shirts became a viral story because they accidentally revealed something deeper about fandom, identity, and self-expression.

And honestly? That’s what makes branded merch so fascinating.

So now I have to ask:

Would you wear the free playoff tee — or protect the outfit at all costs?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Someone recently asked me:

“Do you use AI to make your merch designs?”

My answer?

Absolutely not.

Now, before the internet comes for me, let me clarify:

AI-generated design can be useful for brainstorming ideas or exploring creative directions.

But when it comes to creating great branded merchandise that people actually want to wear?

AI still misses the point.

The Problem With AI-Generated Merch Design

Most AI-generated merch still looks like:

• generic startup swag
• overdesigned internet graphics
• random trend mashups
• something handed out at a crypto conference in 2022

Technically impressive? Sometimes.

Actually wearable? Rarely.

That’s because good merch design isn’t about generating the most visuals possible.

It’s about understanding people.

Great Branded Merchandise Requires Taste

The best custom merch design comes from human judgment, restraint, and emotional understanding.

Real design means knowing:

• what details make something feel specific to your brand
• when a design is trying too hard
• how to create emotional connection through apparel
• the difference between “interesting” and “wearable”
• when to completely kill an idea

And honestly?
That last one matters a lot.

Because not every idea deserves to become merch.

Wearable Merch Is Different From Digital Design

This is where many brands get it wrong.

A design can look cool on a screen and still fail completely on actual merchandise.

Designing for branded apparel means understanding:

• fit
• placement
• texture
• scale
• print limitations
• color interaction
• how people style clothing in real life

Most importantly, it means asking: “Would someone choose to wear this if there wasn’t a logo on it?” That’s the standard.

The Best Corporate Swag Feels Personal

The strongest branded merchandise doesn’t feel promotional.

It feels personal.

People wear great merch because it:

• reflects their identity
• fits their style
• makes them feel part of something
• creates emotional connection

That level of specificity is hard to automate.

Because brand taste isn’t just aesthetics.

It’s intuition.

AI Makes Things Faster — But That’s Not the Goal

Could AI help generate ideas faster? Sure.

But speed isn’t the metric we care about.

We care about whether the final piece is loved.

Because nobody remembers the merch that was produced the fastest.

They remember:

• the hoodie they wore constantly
• the hat strangers complimented
• the t-shirt that somehow became their favorite

That’s what great branded merch is supposed to do.

And that kind of emotional connection still requires human taste, human editing, and human understanding.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Podcast audiences are strangely invisible for how deeply obsessed people are with them.

And honestly? That’s a marketing problem.

Because podcast listening is private.

You could have a million people in your city listening to the exact same show every week and never know it.

Why? Because everyone’s just walking around silently wearing headphones.

The Challenge With Podcast Marketing

Unlike sports fandoms, music fandoms, or even certain online communities, podcast audiences don’t naturally signal themselves in public.

There’s no obvious indicator that says:

• “I listen to this every Tuesday”
• “I know every inside joke”
• “I’ve heard that ad read 400 times”
• “This host feels like my best friend”

That connection exists — but it stays hidden.

And when fandom stays invisible, brands lose one of the most powerful forms of organic marketing:

Identity.

Podcast Merch Turns Private Listening Into Public Identity

This is exactly why podcast merch works so well.

The moment someone wears:

• a podcast t-shirt
• a branded hat
• a tote with an inside joke
• a sweatshirt only fans understand

…that private fandom suddenly becomes visible.

Now the audience can recognize each other in real life.

And that moment matters more than most marketers realize.

Because someone spots the merch and immediately says: “Wait. You listen too?”

And just like that:

• there’s instant connection
• shared identity
• community recognition
• social proof for the podcast brand

Now they’re talking about the show.
Now the fandom exists publicly.
Now the audience becomes part of the marketing.

The Best Branded Merch Creates Belonging

Great branded merchandise doesn’t just promote a logo.

It signals belonging.

That’s especially true for niche communities and podcast audiences, where people often feel like they’re part of a secret club.

The best custom podcast merch acts like a wink across the room:

• “You get it.”
• “You’re one of us.”
• “You know the reference.”

That emotional connection is what turns merch from “free stuff” into something people genuinely want to wear.

Why Podcast Merchandise Is So Effective for Brand Growth

For podcast creators, merch is more than an extra revenue stream.

It’s community infrastructure.

Good podcast merchandise:

• increases audience loyalty
• creates real-world visibility
• strengthens fan identity
• sparks word-of-mouth marketing
• helps niche communities find each other

And unlike digital ads, great merch keeps working long after someone puts it on.

A hoodie can create hundreds of brand impressions without feeling like advertising.

That’s powerful.

Invisible Fandom Is a Missed Opportunity

If your audience already loves your content, don’t keep that fandom hidden inside headphones.

Give people a way to wear it publicly.

Because the second someone recognizes a podcast reference on a shirt or hat, your audience stops being invisible.

And that’s when community turns into marketing.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

There, I said it:

Most branded tech accessories are bad merch for non-tech companies.

Yes, even the branded chargers.
Yes, even the phone stands.
And yes, definitely the random cables.

Before you come for me, hear me out.

When companies think about corporate swag or promotional products, tech accessories feel like the “safe” choice. They seem practical, modern, and universally useful.

But in reality? Most branded tech merch ends up forgotten in a junk drawer.

The Problem With Branded Tech Accessories

There are two big reasons branded tech accessories usually miss the mark.

1. Tech Accessories Require Specificity

Unlike a great hoodie or quality drinkware, tech accessories aren’t one-size-fits-all.

People have:

• Different phones
• Different charging ports
• Different ecosystems
• Different device preferences

A charger only works if it fits seamlessly into someone’s existing setup. And most branded merch simply doesn’t.

That branded cable you handed out at your conference?
It’s competing with the one cable someone already trusts with their life.

Which brings us to the bigger issue…

2. No One Has an Emotional Relationship With a Charger

Good branded merchandise should create an emotional connection.

That’s the whole point of effective promotional products:

• Brand affinity
• Positive association
• Daily visibility
• Emotional recall

But nobody feels emotionally attached to a charging cable.

People do form emotional connections with:

• Their favorite sweatshirt
• A perfectly designed water bottle
• A tote bag they use constantly
• A premium notebook
• A coffee mug they reach for every morning

Those items become part of someone’s routine and identity.

A generic branded charger?
It becomes clutter.

The Junk Drawer Test for Promotional Merchandise

Here’s a simple rule:

If your swag ends up in the same drawer as:

• dead batteries
• hotel pens
• mystery cables
• old gift cards

…it’s probably not building your brand the way you hoped.

And let’s be honest:
most people already have more chargers than they need.

Your branded version isn’t replacing the “good one.”

It’s joining the pile.

Better Branded Merch Ideas for Non-Tech Companies

If you want custom branded merchandise that people actually remember, focus on products that create comfort, identity, or delight.

Some examples:

• Premium apparel
• Elevated drinkware
• High-quality bags
• Desk accessories people display proudly
• Lifestyle items that feel gift-worthy

The best corporate swag doesn’t scream “marketing budget.”

It feels thoughtful, useful, and emotionally relevant.

That’s what makes people keep it.

And when people keep your merch, they keep your brand top of mind too.

Why the best branded merch and company swag decisions come from the people who actually wear it.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Every year, the same thing shows up.

A new batch of company swag arrives.
Maybe the logo moved an inch.
Maybe someone updated “2025” to “2026.”
Maybe the hoodie changed from navy to black.

And everyone politely takes one because we’re team players.

But then?

It sits in a drawer.
Or gets donated.
Or becomes the “backup shirt” for painting the garage.

Here’s the real problem with most branded merchandise programs:

The person ordering the merch usually isn’t the person wearing the merch.

That disconnect is why so much corporate swag misses the mark.

The Problem With Traditional Corporate Swag Decisions

In many organizations, branded merch decisions happen in a conference room — not in real life.

Marketing picks what’s easiest to brand.
Procurement picks what’s cheapest to source.
Leadership picks what feels “safe.”

Meanwhile, the people actually wearing the apparel would never choose it for themselves.

That’s why so many promotional products feel generic, outdated, or forgettable.

And if your employees don’t genuinely want to wear your branded apparel, your customers probably won’t either.

Great Swag Starts With Real Preference

The best company merch programs happen when decision-making gets closer to actual taste and real-world behavior.

The best branded merchandise isn’t just “on brand.”
It’s wearable.
Useful.
Stylish.
Something people would choose even without a logo on it.

The companies winning at swag today understand this:

• Employees care about fit and fabric
• People want modern styles, not giveaway leftovers
• Premium branded apparel creates real brand affinity
• Taste matters just as much as logo placement

When your merch feels like something people would buy themselves, it stops being “swag” and starts becoming part of your brand culture.

The Best Merch Programs Have an Internal Owner

The strongest branded merch strategies usually have one thing in common:

Someone on the team actually owns it.

Not just operationally.
Not just approving invoices.

Someone who deeply understands:

• style trends
• quality standards
• apparel preferences
• brand perception
• what employees and customers actually want to wear

That person becomes the filter between “another company t-shirt” and merch people genuinely love.

Don’t Have That Person? Hire It Out.

A lot of companies don’t have an in-house merch expert — and that’s normal.

But if nobody internally has a strong point of view on branded apparel, promotional products, or company swag strategy, the easiest path is outsourcing to people who do.

Because great merch isn’t accidental.

It’s curated.

And the difference between forgettable swag and high-performing branded merchandise usually comes down to one thing:

Was this made for inventory… or for humans?

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Let’s talk about the side of branded merch and swag nobody wants to admit…

The ick.

You know exactly what we’re talking about. The moments where your company swag program quietly goes off the rails—and everyone feels it, but no one says it out loud.

Here are some of the biggest red flags we see in branded merchandise programs:

🚩 Ordering 500 units because someone said “round up just in case”
🚩 A Slack thread begging people to take one
🚩 The intern being told to “just figure out the merch situation”
🚩 A box labeled “assorted sizes” that is 94% Small
🚩 Reordering the same exact thing for the third year in a row because nobody wants to have the conversation
🚩 Sending merch to people who never asked for it and calling it a gift
🚩 A suspicious pile of tees that’s been there so long it has tenure
🚩 A Google Sheet titled “MERCH PLAN FINAL FINAL v7”

If any of these feel familiar… yeah.

Why These Swag Mistakes Happen

Most of these issues don’t come from bad intentions—they come from treating branded merch like an afterthought.

No clear strategy.
No ownership.
No real understanding of what people actually want.

So decisions get made based on convenience:

• Order too much “just in case”
• Repeat what you did last year
• Assign it to whoever has bandwidth (hi, intern 👋)
• Hope people take it off your hands

The result? Overstock, underwhelming swag, and zero brand impact.

The Hidden Cost of Bad Branded Merchandise

When your swag program falls into these patterns, it costs more than just money.

You lose:

• Storage space
• Budget on unused inventory
• Opportunities to create meaningful brand moments
• Employee and customer excitement

And worst of all? Your merch becomes forgettable—or worse, unwanted.

What Good Branded Merch Looks Like Instead

A strong branded merchandise strategy flips the script.

Instead of guessing, it focuses on:

• Intentional quantities (not panic ordering)
• Clear ownership and expertise
• Audience-first product selection
• Fresh, evolving designs—not repeats on autopilot
• Opt-in distribution, not forced “gifting”

Because the goal of great swag isn’t just to distribute items—it’s to create something people actually want.

The Litmus Test for Your Swag Program

Ask yourself:

• Are people excited to receive your merch—or avoiding eye contact in Slack?
• Are you creating demand—or trying to offload inventory?
• Is your merch program strategic—or reactive?

If your answer leans toward the red flags above… it might be time for a reset.

Let’s Fix the Ick

Branded merch should feel like a win—not a warehouse problem.

It should spark interest, build connection, and actually reflect your brand—not sit in a box collecting dust (and tenure).

So… what did we miss?

And if this list felt a little too close to home, you already know what to do.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert
“Drop your t-shirt size.”

It’s one of the most common messages managers send when it’s time to roll out company swag.

It sounds harmless. Easy. Efficient.

But it’s not.

Why Asking for Sizes Is More Personal Than You Think

We’ve normalized it, but asking someone for their clothing size in a work setting is… personal.

(Why do we pretend it isn’t?)

Sizing can bring up all kinds of feelings—about body image, fit preferences, or even past experiences with ill-fitting corporate apparel. And when it’s framed as a group ask, it often feels less like a choice and more like an expectation.

That’s where even well-intentioned branded merchandise programs start to go sideways.

Good Branded Merch Respects the Person Wearing It

The best branded merch strategies aren’t just about logos, design, or product quality.

They’re about respecting the individual experience.

Because great swag isn’t just something people receive—it’s something they choose to wear.

And choice is everything.

The Problem With One-Size-Fits-All Swag Programs

When companies default to:

• Bulk ordering apparel
• Collecting sizes via Slack or email
• Sending the same item to everyone

They’re optimizing for logistics—not people.

The result?

• Items that don’t fit quite right
• Styles people wouldn’t pick for themselves
• Pieces that never get worn

And most importantly, a subtle shift from “this is a gift” to “this feels mandatory.”

Give People Control: The Better Way to Do Company Swag

If you want your branded merchandise to actually land, give people options.

Instead of asking for sizes, try this:

• Send employees to a curated company swag store
• Let them choose the item they actually want
• Let them pick their preferred fit and size
• Let them opt out entirely if merch isn’t their thing

A strong custom merch program gives people autonomy—because that’s what turns a branded item into something they genuinely enjoy.

Choice Turns Swag Into Something People Actually Wear

When people choose their own merch:

• They pick styles that match their taste
• They select fits they feel comfortable in
• They’re more likely to wear it outside of work

And that’s the goal of any effective branded merchandise strategy:
create swag that lives beyond the office.

Mandatory Fun Doesn’t Work (and Never Has)

The second you take choice away, you change the experience.

What could have been a thoughtful, brand-building moment starts to feel… weirdly required.

And nobody has ever felt good about mandatory fun.

The Future of Branded Merch Is Personal

If you want your company swag to resonate, it has to feel intentional—and optional.

Because the best branded merchandise programs don’t just distribute products.

They create experiences people actually want to be part of.

And it starts with something simple:

Let people choose.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert
Repeat after me: office collateral is not merch.

Those branded notebooks, pens, and folders you order for the sales team?
That’s not a branded merchandise strategy. That’s operational supply.

It lives in a supply closet.

It’s useful. It’s necessary.
And nobody has ever felt anything about it.

Let’s be honest: no one in the history of employment has said,
“I love this company” because of a retractable ballpoint.

The Difference Between Branded Merch and Office Supplies

This is where a lot of brands get it wrong.

They lump everything with a logo into “swag” or “company merch.” But there’s a massive difference between:

• Branded office supplies (pens, notebooks, folders)
• Strategic branded merchandise (apparel, lifestyle items, culture-driven swag)

Office collateral is designed for function.
Great branded merch is designed for connection.

If your current “swag” is sitting in a conference room or tucked away in a cabinet, it’s not doing anything for your brand.

Why Most Corporate Swag Gets Ignored

Traditional promotional products often miss the mark because they’re:

• Generic
• Low emotional value
• Designed for convenience, not desirability
• Treated as a checkbox instead of a brand experience

The result? Items that never leave the building—and never make an impact.

And that’s a problem, because the entire point of branded merchandise is visibility, affinity, and brand recall.

What Real Branded Merchandise Looks Like

Real merch is something your people actually want.

Not something they grab because they need it—but something they choose.

It’s the hoodie they wear on a Saturday.
The hat they pack for a trip.
The tote they bring everywhere because it actually looks good.

That’s the difference between custom swag that performs and items that collect dust.

The Goal: Create Swag People Choose

The best branded merch programs focus on:

• Wearability
• Cultural relevance
• Strong, specific messaging
• High-quality design and materials
• A clear understanding of the audience

Because when you get it right, your merch becomes:

• A form of self-expression
• A conversation starter
• A brand amplifier outside the office

If It Never Leaves the Building, It’s Not Working

Here’s the simplest test:

If everything you call merch lives in a conference room and never leaves the building…
you don’t have a merch program.

You have a supply closet with a better name.

Rethinking Your Swag Strategy

If you want your branded merchandise to actually drive impact, it has to go beyond utility.

It needs to create:

• Desire
• Identity
• Emotional connection

Because that’s what turns swag into something people keep—and actually use.

And more importantly, that’s what turns branded merch into a real extension of your brand.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

If I covered the logo on your merch, could anyone tell it was yours? 👀

That question cuts straight to one of the biggest problems in branded merchandise and swag today: everything looks and sounds the same.

Walk through any conference, scroll LinkedIn, or browse company swag stores and you’ll see it immediately. Coaches leaning on the same four words—mindset, growth, freedom. Agencies stitched together from a predictable formula—creative, full-service, results-driven. It all blends together into one forgettable pile.

And that’s exactly the problem.

The Real Test of Great Branded Merchandise

If you could swap your logo with a competitor’s and no one would notice, your merch isn’t doing its job.

Strong branded merch should go beyond slapping a logo on a t-shirt or hoodie. The best custom swag creates recognition, connection, and identity—even without branding front and center.

The most effective pieces we produce don’t scream the company name. Instead, they’re so dialed into a specific audience, mindset, or inside joke that the right person instantly feels it.

They think:
“That brand gets me.”

That’s the goal.

Why Generic Swag Fails (and Costs You)

Generic messaging like “dream big” or “stay inspired” might feel safe—but it’s also invisible.

Here’s what happens with vague, overused merch messaging:

• It gets ignored
• It doesn’t spark emotional connection
• It blends in with every other brand giveaway
• It gets left behind, unworn, or tossed

In other words, it becomes wasted budget.

And in a world where brand differentiation is everything, that’s a missed opportunity you can’t afford.

Specificity Is the Secret to Memorable Swag

Most brands avoid specificity because it feels risky.

What if it’s too niche?
What if not everyone gets it?

But here’s the truth: being specific is what makes people remember you.

The best branded merchandise strategies lean into:

• Clear audience identity
• Distinct brand voice
• Cultural or industry-specific references
• Messaging that resonates deeply with a smaller, right-fit group

Because when your merch hits, it really hits.

It turns into:

• A conversation starter
• A badge of belonging
• A piece people actually want to wear

How to Make Your Custom Swag Stand Out

If you want your branded merch to actually work, ask yourself:

• Would my audience instantly recognize this without the logo?
• Does this feel like us, or could it belong to anyone?
• Is this message specific enough to spark a reaction?
• Would someone proudly wear this in public?

If the answer is no, it’s time to rethink your approach.

The Specificity Bar for Branded Merch

The best swag doesn’t try to appeal to everyone.

It speaks directly to someone.

And that’s why it works.

So here’s the real question:

Is your merch passing the specificity bar?

If not, it might be time to level up your branded merchandise strategy.

By Amanda Hofman, Chief Swag Officer and Branded Merchandise Expert

Here’s a quick gut check for your branded merchandise strategy—and it’s one most companies fail.

The Logo Swap Test for Custom Merch

In your mind, take your latest piece of company swag and swap your logo with another brand’s.
Maybe even a competitor, if you’re feeling bold.

Now ask yourself:
Does this merch still work?

If the answer is yes… that’s a problem.

Because it means your custom promotional products aren’t doing much heavy lifting. They’re just generic items with your name stamped on them.

Why Most Branded Merchandise Falls Flat

The reality is, most corporate merch programs don’t pass this test.

They rely on:

• Safe color palettes
• Standard fits
• Predictable designs
• “Brand 101” templates

And while those choices feel low-risk, they also make your promotional merchandise completely interchangeable.

If the only unique thing about your merch is your logo, you don’t have a brand expression—you have a label.

Branded Merch Should Be Instantly Recognizable

Great branded apparel and swag goes beyond logos. It creates a full experience.

The best merch makes someone think:
“Oh yeah, that’s definitely them.”

That recognition comes from:

• Distinctive colors that align with your brand identity
• Thoughtful fits that reflect your audience
• A clear aesthetic or “vibe”
• Design choices that feel intentional, not templated

This is what separates memorable custom merch from forgettable giveaways.

Build a Merch Strategy That Can’t Be Swapped

If your merch can easily wear another company’s logo, it’s not doing its job.

Strong merch marketing strategies are rooted in identity, not just visibility.

Your goal isn’t just to get your logo out there—it’s to create something that couldn’t belong to anyone else.

Try It for Real

Go look at your current branded merchandise lineup and run the logo swap test.

• Would it still make sense with another brand’s name on it?
• Would anyone notice the difference?
• Does it actually reflect who you are as a company?

If the answers make you uncomfortable, that’s a good thing. It means there’s an opportunity to level up.

Final Takeaway: Don’t Just Stamp It—Brand It

Your merch should be more than a placeholder for your logo.

It should feel like your brand—through every detail.

Because in a crowded world of promotional products, the brands that stand out aren’t louder… they’re more distinct.

So—how did your merch do?