How to use Merchandise to Expand your Brand

Word-of-mouth often ranks among the most effective marketing tactics. And it makes sense. In the age of AI, ads, and the internet there’s a lot to distract us.

From creating a positive experience worth sharing to being a catalyst for conversation, merchandise has the opportunity to break through the noise of “marketing” and help you tell your brand story in a way that is memorable while providing another source of revenue.

You'll learn how to strategically use merchandise as both a storytelling tool and revenue driver—integrating it into your current marketing to spark conversation and build brand awareness.

Leah Keggi is a marketing professional specializing in brand strategy and business development. With more than a decade of experience in brand and trade marketing, she has worked cross functionally with sales, operations, and finance teams to build stronger brands while driving measurable business results.

Her work focuses on closing the gap between brand marketing and the end consumer, helping businesses create more intentional, effective connections with their audience. She regularly shares insights, ideas, and resources on brand strategy and creative marketing through her writing.

Leah is also the author of The Merch Blueprint, a practical guide for business owners, marketers, and creatives looking to use merchandise as a strategic tool. The book outlines four core types of merchandise, retail, uniforms, promotional items, and incentive pieces, and shows how each can be used to grow brand affinity, extend reach, and strengthen customer relationships.

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December 7-9, 2026
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