Branded merch is not just “stuff.”

Branded merch is marketing.

That was the single strongest takeaway from our conversation with Drew Holmgreen on Branded Worlds – The Transatlantic Dialogue.

Our industry is changing. It is becoming more global, more professional, more strategic, and more relevant within the marketing mix of brands of every size.

Customers think globally. Supply chains are global. Brands are global.

So our industry must think, speak, and act globally as well.

What particularly stood out is the latest Global Economic Impact Study. It clearly demonstrates the scale and significance of our industry. This is no longer a niche market. It is a global industry that generates billions in economic value and supports millions of jobs worldwide.

But scale alone is not what matters most.

What matters is how we define our role.

When branded merchandise is built on strategy, creativity, and a deep understanding of the audience, it becomes far more than a promotional product. It creates tangible brand experiences. It builds emotional connections. It turns brands into something people wear, use, remember, and share.

The future of our industry will not be shaped by individual companies working in isolation. It will be shaped through collaboration across countries, businesses, associations, and generations.

The challenge for all of us is clear:

We need to move beyond product thinking.
We need to lead with strategy, creativity, and measurable impact.

Because branded merchandise is not a giveaway.

It is one of the most powerful forms of marketing.

#BrandedMerch #Marketing #BrandExperience #BrandStrategy #PromotionalProducts #Leadership #GlobalBusiness #Merchandise #Branding #BrandedWorlds

People, Not Products: Why the Next Generation Is Redefining the Branded Merchandise Industry

From the outside, the branded merchandise industry is often reduced to simple giveaways. But anyone who looks beneath the surface discovers a world driven by strategy, creativity, emotion, and genuine human connection.

In the latest episode of Branded Worlds, I sat down with Mark and Moritz, two inspiring leaders of the GWW Young Professionals initiative. Their perspective makes one thing clear: for the next generation, this industry is about far more than products—it’s about people.

For them, the transformation of our industry begins with leadership.

The traditional command-and-control management style no longer works. Today’s leaders need to be authentic. They need to listen, trust their teams, and create an environment where people feel empowered to contribute their own ideas. Leadership is no longer about having all the answers; it’s about growing together.

Their perspective on AI was equally refreshing.

Rather than fearing artificial intelligence, they see it as an exceptionally capable intern—taking care of the heavy lifting so people can focus on what truly matters: creativity, innovation, and building meaningful experiences.

And perhaps their most important insight was this:

As our world becomes increasingly digital, people crave tangible experiences more than ever.

Physical products are not becoming less relevant—they are becoming more valuable. They create emotional connections, strengthen communities, and give brands a tangible identity that extends far beyond social media.

The future of our industry will not be determined by algorithms alone or by the next technological trend. It will be shaped by our willingness to remain curious, embrace change, and foster meaningful dialogue across generations.

Mark and Moritz, through their work with the GWW Young Professionals, demonstrate exactly what our industry needs: collaboration, fresh perspectives, and a shared commitment to building a stronger, more innovative, and above all, more human future.

Because in the end, our business has never been just about products.

It’s always been about people.

Responsibility as DNA: How Kathy Cheng Is Shaping the Future of Textile Manufacturing

In the latest episode of Branded Worlds, we take a deep dive into the world of Redwood Classics Apparel with its President and CEO, Kathy Cheng.

Our conversation makes one thing clear: sustainability is far more than a marketing message. It is a daily operational discipline.

For Kathy, everything starts with a clear North Star built around three principles: People. Planet. Profit.

As the daughter of immigrants who built a life in Canada, she sees Redwood Classics as much more than a manufacturing company. She sees it as a community—one that creates opportunities, develops people, and gives them a future. That human perspective defines every decision she makes, from valuing the skilled makers behind every garment to openly addressing the realities of today’s workplace, including the importance of emotional well-being.

One of the most powerful themes of our conversation challenges a common misconception: that responsibility and commercial success are somehow at odds.

Kathy demonstrates exactly the opposite.

By intentionally manufacturing locally in North America, Redwood Classics has built a supply chain that is agile, resilient, transparent, and built for the long term. In a world driven by ultra-fast production cycles and increasingly opaque global sourcing, she argues that supply chains should no longer be treated simply as a cost to manage, but as strategic investments and long-term partnerships.

Her vision for the future is equally compelling.

Rather than encouraging consumers to buy more, she believes the industry should inspire people to buy better so they can buy less.

She also rejects the fear surrounding artificial intelligence. AI, in her view, is a powerful tool that can improve efficiency and remove repetitive tasks—but it will never replace craftsmanship, human creativity, or the stories woven into every garment.

Perhaps her most memorable message is this:

It’s time to celebrate “Maker-to-Skin” with the same passion that we celebrate “Farm-to-Table.”

This episode is a reminder that meaningful transformation doesn’t begin with marketing campaigns. It begins with integrity, long-term thinking, and leaders who are willing to be authentic, transparent, and even vulnerable.

Because the future of our industry will not be defined by what we produce.

It will be defined by the responsibility we choose to take—for people, for our planet, and for the generations that follow.