You have to figure that out BEFORE you come out with the merchandise: t-shirts, bumper stickers, signage, campaign buttons, coffee mugs, beer steins, picnic blankets, flags, coasters, cloisonne pins, BBQ aprons, wine glasses, soft coolers, monogrammed chunks of real Belgian cobble, pen and ink sets, baby onesies, hoodies, wife beaters, and Frilly-approved lacy underwear.