Kicking off The PPAI Expo 2026, PPAI President and CEO Drew Holmgreen, CAS, unveiled the organization’s 2026–2030 Strategic Plan, a five-year framework designed to sharpen the industry’s positioning, strengthen its sense of community and equip members for sustained success in an increasingly competitive marketing landscape.
The plan, developed through a months-long process involving PPAI’s Board of Directors, staff and member input, is intended to be both aspirational and operational – articulating where the branded merchandise industry should be headed, while outlining how PPAI will help get it there.
The framework for the new plan was developed with support from strategy and change consultancy Coraggio Group. Visually, its structure takes the form of a pyramid, with PPAI’s new vision statement as its apex, and supported by a strong Association at the foundation.
A Vision Focused On Connection
At the top of the plan is a concise vision statement that reflects how PPAI wants the industry – and the wider marketing world – to see branded merchandise: “Branded Merchandise is the premier marketing channel that Powers Lasting Connections.”
Holmgreen breaks it down as follows: Brands build their strategies around creating meaningful connections between consumers and their products – ideally ones that are emotional and lasting.
But across the typical media mix – television, digital, radio, print and outdoor – the experience is often passive and fleeting. Consumers swipe past digital ads, speed by outdoor boards, fast‑forward through TV spots, turn the page on print or change the radio station.
Drew Holmgreen, CAS
PPAI President & CEO
None of that happens with branded merchandise, he says. It’s the only medium where the consumer not only keeps the message but often says “thank you” upon receiving it.
“Historically, merch hasn’t always been viewed as a true marketing medium, but it should be,” Holmgreen says. “It delivers an emotional connection that no other channel can match, and it stays with the consumer far longer than any impression‑based format.
“Put all of that together, and the vision becomes clear: ‘Branded merchandise is the premier marketing channel that powers lasting connections.’ There’s absolutely no doubt.”
The language of the vision statement is intentional, positioning promotional products not as a supplemental tactic, but as a core medium capable of delivering emotional resonance, recall and brand loyalty.
Denise Taschereau, CAS
Immediate Past PPAI Board Chair
“I’m especially excited about the focus on elevating branded merchandise as a powerful, measurable marketing medium,” says Denise Taschereau, CAS, Immediate Past PPAI Board Chair. “When done well, merch drives brand affinity, loyalty and impact, and this plan reinforces our role in helping marketers fully recognize that value, and in turn driving growth for the industry.”
Throughout the year, PPAI Media will be taking a deeper dive into each section of the strategic plan.
