The Backpack: Issue #10

All our best, monthly news in one branded pack.

Hey, friends! Welcome to our newly revised (monthly) newsletter, “The Backpack” bringing monthly news that features trends in merch, top articles, podcast episodes, and global news impacting merch life. Miss an article or an episode? We’ll highlight the best of, right here, each month!

Friday, March 31

• Top Merch News: Google’s Doom Clock on Your Website

• Vibe Check: Waystar | Royco Killin’ it With Merch

• Trends: A 401 Lesson for Brand Collabs

• Can't miss content: “Certified merch chaos”

• Happenings: How the Hottest Brands in Promo Differ

• Backpack Read-Along: Shoe Dog

Google’s Doom Clock on Your Website

Google’s got a doom clock on your website analytics, and it’s set for July 1. What’s that mean? If you don’t upgrade, you won’t have any analytics post July 1. So, when you check to see your traffic and lead gen sources, you’ll get nothin’. Zilch. How to fix? Check out our podcast with commonsku’s Digital Marketing Manager, Luke Williams. More freebies: We published these tips from Luke on the 3 Keys to Unlock an Effective Promotional Products Website Design as a part of our strategic brand series. Got your back, backpackers! 

Lack of Mojo? Drowning? Rob’s Got Your Lifeline.

Every now and then, we publish a convo with someone that’s like a collective sigh: part relief + part brilliant answer to your perennial problem: I’m so overwhelmed I can hardly think. Rob Dube mentors CEOs. Along the way, he’s discovered similar problems we all face when it comes to being overwhelmed, conquering our day, and leading our biz. He breaks down 10 Disciplines for Managing and Maximizing Your Energy, and it’s a damn good one ‘packers.

Waystar | Royco Killin’ it With Merch

Y’all know who does killer PR merch? Succession. That’s right, the Roy family = royal swag. This year, it was the F-Off shirts sent as PR kits and last year, Barbour jackets. Now, we gotta admit, the Roys’ e-com merch store could use a little love. Unless they’re going for that we’re-so-rich-we’re-understated-cool vibe, then, of course, it fits. (Note: Not a single ludicrously capacious bag in their entire collection). We only hope that the Roy siblings’ new business venture “The Hundreds,” orders its merch before it flames out in billions so it can join this pantheon of legendary swag.

A 401 Lesson for Brand Collabs

If you haven’t noticed, denim is hot this year (which makes the writer of this lil’ newsletter quite happy because of a trove of denim embarrassing enough to outfit an entire arena of Stagecoach fans). But check this, coastal cowboys and cowgirls: Wrangler and Fender team up for a killer collab which AdWeek said it made a case “Literally – for Better Branded Merch”. Lessons for promo pros? Oddly paired collabs create whiplash, like Diplo+Crocs. Just …. No. But two great brands together, that match emotion + experience, is a damn cool mix. The best collabs happen when both brands create a greater emotional exeprience together than either could create on their own. A great lesson as you pair your client’s brands with retail experiences. Now, if only Liquid Death would create a severed head basketball with NBA start Jalen Green. Oh, wait. 

How the Hottest Brands in Promo Differentiate and Dominate (featuring Harper + Scott CMO, Kate Hallett)

Many distribs and suppliers are reconsidering their brand strategy and for good reason, we emerged from the pandemic with an identity crisis. Who are we now? How does the market perceive us? How can we reposition our brand to win more business? You’re in luck backpackers, ‘cause not only do we have a webinar coming up that will talk about how the best of the best differentiate but we’re bringing you an exclusive chat with Harper + Scott CMO Kate Hallett as she breaks down their recent revamp on their visual identity and a look at how a strong brand plans to differentiate in the future. Join us!

[Arena announcer voice]: BAAACKPAAAACKERS…TIME TO GET LIT! (Way too excited about our book club here). We launched a Backpacker read-along series that began with This Is Not a T-Shirt by famed streetwear creator Bobby Hundreds, recommended by Reba Joy, Senior Director of Sales at Rightsleeve, and now we’re reading Phil Knight’s memoir Shoe Dog, recommended by New York Distributor, Ethan Dowie, CEO of Indigo Promotions. Why should merch pros read it? Product innovation, world-class branding lessons, resiliency, and plus, you’ll be the keener on the front row of the movie house (i.e., living room sofa) when you watch the Ben Affleck, Matt Damon flick about Nilke called “Air”, airing (oof) on April 5.

🌊 You know Lidl, UK’s Aldi’s? Apparently, there’s a run on swag across the pond, “certified merch chaos.”
🤔 In case you missed it: Our brand strategy series kicked off with a brilliant interview with Mike Schwandt, SVP of Brand Strategy at Imprint Engine, check it out here. 
👕 Pop-Tartigan: rad granny-chic sweater? Oh, yes please. 
⏰ A Timeless One from the Wayback Machine: 4 Compensation Rules Meant to Be Broken