PPB October 2017

Seattle Seahawks back in 1984,” Deutsch says. “What started as a hobby turned into something bigger once we understood the power of branded merchandise. I don’t think we could have grasped then that BDA would become a global merchandise company. But we knew that our passion for this business was something that couldn’t be ignored.” Today, Fortune 100 brands like AT&T, ExxonMobil, Bank of America and FedEx—along with major sports leagues like the NBA, MLB and NFL—come to BDA for help in developing their branded merchandise campaigns. What’s the secret behind BDA’s success? “If it’s worth doing, it’s worth doing right,” Deutsch says. “When Fortune 1,000 companies, major sports organizations and entertainment properties trust you with their brands, there is no cutting corners. What I realized along the way is that a good leader surrounds himself or herself with a great team. It makes daily operations better and fosters an entrepreneurial spirit.” Staying ahead of the competition is part of what makes BDA such a legend in success. In 2008, long beforemost companies in the industry, BDA attained the Customs-Trade Partnership Against Terrorism (C-TPAT) certification and launched the non-profit Quality Certification Alliance (QCA) organization in support of the industry’s advanced quality assurance practices for importing products overseas. Differentiating In The Marketplace Today, nine years later, this C-TPAT certification has become one of the distributor’s key differentiators in the marketplace. How did Deutsch realize that investing in things like compliance in social responsibility and product safety would pay off in the end? “For BDA, this was a no-brainer,” he says. “Part of what we love about branded merchandise is the positive, impactful experience consumers have with the brand. If quality becomes a concern, we all lose. When we became C-TPAT certified and founded QCA, we knew that it was an investment in the future of our company and the future of the industry.” This year, BDA is once again growing its revenue, attributing much of the success to organic growth with new client acquisitions and contract extensions—some of which include the NBA, NFL, PACCAR [a diesel engine manufacturer], GM and MLB. “2017 is off to a momentous start with many opportunities in the works,” Deutsch says. “Looking to 2018, we believe we are well-positioned for more profound hyper-growth than ever in our history.” In July, BDA acquired distributor SwervePoint, a Boston- based promotional merchandise firm. With the acquisition, BDA significantly expanded its Boston operations and extends service offerings for both company clients. The acquisition is the latest in BDA’s strategic expansion efforts in the U.S., Europe and overseas markets. “We identified SwervePoint because their business philosophies and client relationships directly aligned with BDA,” Deutsch says. “This opportunity will provide us with the ability to grow our business while better serving our East Coast-based clients, such as the Boston Red Sox. This marks the beginning [of new growth] as BDA looks toward other opportunities in the U.S. and Europe as a path toward continued expansion.” On The Horizon Deutsch sees a number of trends influencing the promotional products industry in the future. “Technology is always on the top of my mind as I consider the future of BDA,” he says. “In our constantly connected world, BDA is factoring in how technology can impact the future of branded merchandise.” Owning such a successful business has taught Deutsch about himself and others as well. “You can’t be everything to everyone all the time,” he says. “Success is really about identifying the right people to partner with and giving them the tools to succeed. Your business is only as successful as the team you build.” If you could boil down this business owner’s essence into one word, it would be passion . He is passionate about his family, his business, his employees and all the people whose lives he touches. His advice for others who want to live their dreams as an entrepreneur is inspiring. “Find your passion and do whatever it takes to make it a reality,” Deutsch says. “Regardless of what you are doing, if you do it with passion, everything else will follow.” Brittany Glenn is a Dallas, Texas-based writer and a former PPB associate editor. “What started as a hobby turned into something bigger oncewe understood the power of branded merchandise.” —JayDeutsch, CEO and co-founder of BensussenDeutsch &Associates (BDA) | OCTOBER 2017 | 79 THINK