“Branded merchandise is the premier marketing channel that powers lasting connections.” The language is intentional, positioning products not as a supplemental tactic but as a core medium capable of delivering emotional resonance, recall and brand loyalty. “I’m especially excited about the focus on elevating branded merchandise as a powerful, measurable marketing medium,” Taschereau said. “When done well, merch drives brand affinity, loyalty and impact, and this plan reinforces our role in helping marketers fully recognize that value, in turn driving growth for the industry.” Holmgreen echoes that ambition, framing the vision as a rallying point for collective action. “Branded merch creates powerful lasting connections better than any other medium,” he told The PPAI Expo audience. “When we move in lockstep, unified behind that vision, we grow our share of voice and become the core touchpoint for every brand strategy.” The plan also reaffirms PPAI’s mission, grounding the broader vision in the Association’s day-to-day purpose: “Elevate the industry by strengthening our community, advocating for our members and providing them the tools to grow and succeed.” For Holmgreen, that mission is inseparable from PPAI’s role as a memberdriven organization. “Understand that this is the fun stuff for PPAI,” he said. “This is our job as your Association. As a not-for-profit, every investment put into PPAI is invested right back into resources that enhance member value and advance the branded merch industry.” Three Strategic Pillars The heart of the plan is organized around three strategic pillars, which define PPAI’s core imperatives for the next five years: Elevate The Industry focuses on strengthening the perception and longterm viability of branded merchandise. That includes industry-wide marketing, research, advocacy and storytelling efforts designed to position promotional products as an essential part of modern brand strategy. Strengthen Community centers on uniting the marketplace through shared purpose, leadership development and deeper connections. Initiatives outlined in the plan include expanded volunteer and regional association support, next generation workforce development and signature experiences to bring members together. Member Success is aimed at equipping companies with the research, “Elevate the industry by strengthening our community, advocating for our members and providing them the tools to grow and succeed.” PPAI President and CEO Drew Holmgreen, CAS, announced the new Strategic Plan at the beginning of The PPAI Expo 2026. 26 • APRIL 2026 • PPAI Must Read | Elevated Merch
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