Unable to afford company t-shirts, the early Astronomer team would research a customer's college major and gift them a relevant used book. This hyper-personalized, low-cost action demonstrated genuine care and attention to detail, building a stronger brand connection than generic merchandise ever could.

Instead of traditional marketing, using obscure channels forces your most dedicated fans to dig for information. This transforms them into evangelists who spread the word to the wider, more passive audience, creating an organic and powerful marketing engine built on scarcity and discovery.

The Savannah Bananas create deep fan loyalty by "world building," not just branding. They've developed an internal mythology with its own rules and language (e.g., the significance of the number 11). This makes fans feel like they're part of an exclusive, immersive universe, similar to Disney or Marvel.

Starbucks' limited-edition items, like a "bearista" cup selling for $500 on eBay, create massive hype through engineered scarcity. This strategy shows that for certain brands, limited-run physical goods can be a more potent marketing tool than the core product itself, fostering a collector's frenzy and a lucrative secondary market.

Unlike most conferences, Comms Hero deliberately avoids sponsorships to protect the integrity of the event. This ensures the focus remains on learning and networking, without pressure to generate leads for sponsors. The only things attendees "buy" are knowledge and relationships.

After a rebrand, old logos and merchandise are not necessarily obsolete. For long-time community members and supporters, owning and displaying "vintage" gear becomes a way to signal their early connection to the company, demonstrating loyalty and a sense of "I knew them back when."

A ban on a product or activity, like pickleball, can generate significant positive attention and increase consumer demand. By making something feel rebellious or forbidden, a ban creates an allure that traditional marketing can't replicate, as seen with brands like Uber and Red Bull.

For mission-driven brands, merchandise can be a significant revenue generator, not just a marketing gimmick. The Kyiv Independent's online store, selling clothing with provocative slogans related to its coverage, grew to become the company's second-largest source of income, demonstrating the power of a highly engaged community.

The pinnacle of branding is achieving "tribal belonging." At this stage, customers don't just consume the brand; they co-own it and become its most powerful advocates. The brand's community can sustain its power even in the absence of the core product.