The branded merchandise industry is mourning the loss of Norman Cohn, the longtime leader of Advertising Specialty Institute, who died April 24 at the age of 93.
For more than seven decades, Cohn’s career traced – and in many ways defined – the evolution of the branded merch marketplace. From his earliest days as a teenage distributor selling holiday gifts to his tenure guiding ASI into the digital era, Cohn’s influence reached virtually every corner of the industry, including this deputy editor, who spent nearly six years at ASI.
- Those holiday parties won’t ever be the same without Normac the Magnificent giving his (fairly accurate) predictions for the year ahead.
His passing marks not only the loss of a business services leader, but of a figure whose vision, competitive drive and ethos helped shape the relationship between distributors, suppliers and service providers.
PPAI Media reached out to numerous industry leaders this week for their memories of Cohn.
Marc Simon
Former CEO, HALO
“Norman Cohn was the patriarch and the steward of the promotional products industry,” says Marc Simon, former CEO of HALO, PPAI 100’s No. 2 distributor, who retired last year. “We were all beneficiaries of his leadership, his advocacy, his cheerleading and his astute business skills. He had a profound impact on our industry and our lives. We are forever grateful.
“Norman was guided by his values, among which were honesty, integrity, the sanctity of family and clarity of purpose. Our betterment was his purpose. We all mourn his passing and send our deepest condolences to his loving family. Surely, the memory of Norman Cohn will always be a blessing in all of our hearts.”
Trevor Gnesin
CEO, Logomark
Trevor Gnesin, founder and CEO of Logomark, PPAI 100’s No. 12 supplier, met Cohn upon immigrating to the United States from South Africa 34 years ago. They’d go on to connect at every trade show they’d both attend.
“He always saw the positive side of life,” Gnesin says. “He took an interest in everyone he met and always showed a genuine interest in the changes we were making in the industry. He loved to hear about people’s success, and if they were failing, he’d try to motivate them.”
Gnesin says Cohn reminds him a lot of his dad, who died at the age of 92. “At his funeral, I remember the rabbi saying a lot of people died at the age of 40 but were buried at the age of 80 or 90,” Gnesin says. “Norman was one of those people who lived life to the fullest. My dad was like that, too.”
Ira Neaman, MAS
Founder, President & Executive Chairman, Vantage Apparel
Ira Neaman, MAS, founder, president and executive chairman of Vantage Apparel, PPAI 100’s No. 14 supplier, knew Cohn for 45 years.
“He was a super intelligent, passionate and caring individual with a good dose of humility,” Neaman says. “He was also a keen listener and observer. He oversaw the industry’s exponential growth and played a major role in a lot of people’s success.
“He was a strong leader, but he never imposed his will. If he was walking the aisle of a trade show, he knew everybody’s name and, of course, everybody knew him. That’s what makes an industry – it’s the networking and community. He was a community leader and certainly the father figure of the industry.”
Neaman’s business partner, Rob Watson, CEO of Vantage Apparel, spent five years working with Cohn at ASI.
“Norman was one of the most impactful leaders I’ve ever had the privilege to work with,” Watson says. “We all carry forward lessons from those who shape us, and I’ve always hoped to reflect the qualities he demonstrated so effortlessly; like his honesty, his kindness and his genuine connection to people. He believed that curiosity led to better outcomes.
“Even after my time at ASI, Norman would always take a moment at industry events to ask about my family. He ended nearly every conversation the same way: ‘If there’s anything I can do to help you be more successful, I hope you’ll let us know.’ And he truly meant it.”
Rob Watson
CEO, Vantage Apparel
“Our industry will feel this loss for a long time,” Watson adds. “Norman was one of a kind, and his legacy will live on in the countless lives he touched.”
Jo-an Lantz, MAS, CEO of Geiger, PPAI 100’s No. 5 distributor, has known Cohn and his wife Suzanne for more than 40 years.
“I have a deep affection for them both,” Lantz says. “While Norman is rightfully recognized for his absolute dedication to ASI and the industry, his most profound legacy is his devotion to his family.
“Norman and Suzanne raised five children and numerous grandchildren within the industry, yet Norman always championed their independence, supporting them in whatever paths they chose. This family-centric approach is woven into the fabric of the company; most of us have met his children or grandchildren through our work with ASI.”
Jo-an Lantz, MAS
CEO, Geiger
“At age 29, Norman encouraged his parents to acquire ASI,” Lantz adds, “and in the years since, he has successfully honored their legacy by building an extraordinary organization defined by both professional excellence and familial love.”
Jeremy Lott, CEO of SanMar, PPAI 100’s No. 1 supplier, also fondly recalls spending time with the couple over the last 25 years.
“Norman always asked me great questions and took a keen interest in me personally and in SanMar,” Lott says. “He felt like a father figure to many of us who grew up in the business. He exuded kindness and I’ll always be grateful for the time I spent with him. My sincere condolences to the entire Cohn and broader ASI family.”
Jeremy Lott
CEO, SanMar
At one of his first trade shows, Jonathan Isaacson, executive chair of Gemline, PPAI 100’s No. 13 supplier, spotted Cohn walking down the aisle. He made a beeline for him, beginning a nearly 40-year friendship.
“It almost became a tradition that, whatever event we were at together, we found some time to connect – and not just about business,” Isaacson says. “He always asked about my family and how we were doing. He was warm, gracious and deeply attentive. When something good happened, he would send a personal note, and on one big occasion, two bottles of wine.
“I spent countless evenings sitting next to Norman and Suzanne at events, which always made them better. I’m very grateful for our time together and have deep respect for Norman, what he built, and most importantly, who he was as a human being. He was devoted to his family, his business, the community and the industry. He is someone I will always remember warmly. May his memory be a blessing.”
Jonathan Isaacson
Executive Chair, Gemline
Larry Zavadil, CEO of American Solutions for Business, PPAI 100’s No. 9 distributor, and Diane Zavadil, CEO of American Diversity Business Solutions, send peace and love to the Cohn family, along with their sincere thanks for the friendship, partnership and opportunity to know one another.
“Over the years, we’ve had the privilege of growing alongside one another, both in our individual companies and within the industry,” Larry and Diane say. “People and family have always been at the heart of what we believe. We’ve shared a mutual understanding that we’re stronger together than we are apart, and that’s made all the difference.”
Their son, Justin, president of American Solutions for Business, has also had the pleasure of befriending Cohn and Suzanne over the past few years.
Justin Zavadil
President, American Solutions For Business
“Norman was incredibly gracious with his time and knowledge,” Justin says. “He was immensely kind and generous and we’re all lucky to have known him. He shaped this industry and has impacted countless lives that don’t even know it. We’re all better off because of him! All of us at ASB are carrying the entire Cohn family and ASI team in our hearts.”
Cohn’s personal touch – his ability to focus all his attention on who he was speaking with – is reiterated by many members of the branded merchandise industry, including Howard Cubberly, CEO of New Jersey-based supplier GMG Works.
“Norman made me feel seen and that my work mattered,” Cubberly says. “He did that in just a few short interactions each year for more than 35 years at various ASI trade shows and events. He would stop, say hello and comment on something he knew I was up to… ‘Congratulations on your new role, best of luck.’
Howard Cubberly
CEO, GMG Works
“It was always amazing to me that in such a big industry, he took the time to follow and remember what so many of us were doing. He never lost sight of the fact this industry is made up of people and relationships. My deepest condolences to the Cohn family – we lost a great one.”
Mark Graham, president of business services provider commonsku, remembers meeting Cohn at ASI Show San Diego in 2011.
I remember first meeting him at the ASI San Diego show in 2011. Graham wore a T-shirt with a tie screen-printed on it, while Cohn was wearing an actual tie. “We had a good laugh about that,” Graham says. “He was the perfect gentleman. He was always a warm, friendly and folksy presence. He was such a bright light in our industry.
“Norman was also generous with his time, including his support of the PromoKitchen podcast, where he shared his lessons on success with the next generation of promotional products professionals. My condolences to the entire Cohn family. Norman leaves a tremendous legacy.”
Peter Hirsch, president of HIRSCH, PPAI 100’s No. 23 supplier, recalls in the early 2000s when his fledgling company had just started exhibiting at ASI events how Cohn would visit every booth and thank each exhibitor.
“He never took us for granted and never stopped being extremely personable for his whole life,” Hirsch says. “He stood out to me as a person of great stature and achievement, yet very humble in his approach.
“I had never been so proud as I was in 2018 when I was awarded the Bess Cohn Humanitarian Award by both Suzanne and Norman. This was so meaningful to me, as I was receiving the award from Norman, a true humanitarian who gave in so many ways, both within and outside of the industry. May his memory be a blessing now and forever for his family and for generations to come.”
Peter Hirsch
President, HIRSCH
Hearing of Cohn’s passing hit hard for Jeff Lederer, co-CEO of Myron, PPAI 100’s No. 86 distributor. It made him think of his father, Bob, who founded supplier Prime Line, and a generation of leaders who shaped how Lederer thinks about business and relationships.
“Norman was a constant presence throughout my career at Prime, and I’ll always remember the articles he would send me early on and the time he took at trade shows to connect – small gestures that made a lasting impact and reflected the way he, like my father, believed in treating customers and friends with genuine warmth,” Lederer says.
“I also felt that connection through Stephanie and Matthew [Cohn’s children and co-chairs of ASI] and the bond between our families is something I’ll always value.”
Jeff Lederer
Co-CEO, Myron
Cohn’s impact has been felt on every branch of family trees across the industry. Mitchell Kaeser, co-CEO and fourth-generation leader of Kaeser & Blair, PPAI 100’s No. 21 distributor, recalls meeting him for the first time a few years ago on the show floor in Chicago.
“His distinctive red fedora was hard to miss,” Kaeser says. “He graciously shared insights about the industry and his connection to my grandfather, Dick Kaeser. Additionally, I had the privilege of attending an event where Norman and his wife spoke. Their energy and engagement with the audience were truly remarkable. Norman possessed extensive knowledge about the industry.
“I have met with members of the Cohn family many times and shared similar stories and memories of growing up in the industry. We also share the challenges of taking over positions with very, very large shoes to fill. The energy that the Cohn family possesses is strong. I have complete confidence that they’ll carry on Norman’s impressive legacy… red fedoras included.”
Mitchell Kaeser
Co-CEO, Kaeser & Blair
Vera Muzzillo, CAS, CEO of Proforma, PPAI 100’s No. 3 distributor and PPAI’s 2025 Woman of Achievement Award recipient, says Cohn was larger than life in the branded merch world.
“His quick smile, kind and welcoming nature, and sharp and progressive mind stood as the archetype of the industry,” Muzzillo says. “He will be greatly missed but also ever present in the fabric of all our businesses.”
Vera Muzzillo, CAS
CEO, Proforma
Dave Saracino, senior vice president of affiliate sales and support at iPROMOTEu, PPAI 100’s No. 6 distributor, had the honor of calling Cohn a friend. He says he’ll always cherish the birthdays he was lucky enough to celebrate with Cohn.
“Norman wasn’t just a leader in our industry; he made everyone around him feel valued,” Saracino says. “He always took the time to connect, going out of his way for others with humility, generosity and a genuine desire to help. I’ll remember Norman not only for his impact on our industry, but for the way he made people feel. He will be deeply missed by me, and by so many others.”
Dave Saracino
SVP of Affiliate Sales & Support, iPROMOTEu
Craig Nadel, president and CEO of Nadel, PPAI 100’s No. 38 distributor, says he can’t think of very many, and maybe there aren’t any, people who have contributed more to the industry.
“That only tells half the story, though,” Nadel says. “Norman was a very kind man who always wanted to greet everyone and have a meaningful conversation with them. He was a terrific ambassador for the industry and a kindhearted and sweet man overall.”
Craig Nadel
President & CEO, Nadel
Cohn was a mensch in every sense of the word, says Jay Deutsch, CEO and co-founder of BDA, PPAI 100’s No. 7 distributor.
“We truly owe a massive debt of gratitude to Norm for everything he did to build, grow and champion this incredible industry,” Deutsch says. “He was a true pioneer who didn’t just create our ecosystem – he strengthened it and led us through decades of change with unmatched vision.
Jay Deutsch
CEO/Co-Founder, BDA
“His biggest accomplishment wasn’t just the incredible business he built. It was his unwavering commitment to his family and his character as a human being. We’re all better for having known him, and we’ll continue to honor his spirit by pushing this industry to new heights.”
In other words, as Cohn was fond of saying, “the best is yet to come.”
