Profile
John Parham - National Brand Thought Leader
John Parham, co-founder of Parham Santana – The Brand Extension Agency, has 25+ years experience helping national brands extend and revitalize in the retail world. John's positioning and brand extension strategies for clients have guided long-term multi-billion-dollar retail programs for thousands of products at major national retailers in every channel of distribution – including Walmart, Kohl’s, Bed Bath & Beyond, and Macy's. John's unique perspective is based on a client base that includes direct involvement with a comprehensive client roster, including major national retailers, national brands, licensing agents, as well as manufacturers.
Visit: parhamsantana.com
Degrees Held
Pratt Institute, M.S. Communication Design – 1983
Avon Scholarship recipient
University of Louisville, B.S. Studio Arts, Photography Concentration – 1980
Allen and Marcia Hite Scholarship recipient
Recent Publications
PUBLISHED RESEARCH STUDIES / WHITE PAPERS
"The Best (and Worst) Brand Extensions of 2013" – January 6, 2014
AdWeek published online survey; produced by AdWeek and Parham Santana
"Long-Term Brand Extensions – How to Succeed Where Most Fail" – 2013
By Dr. Edward M. Tauber and John Parham
"The Best (and Worst) Brand Extensions of 2012" – February 4, 2013
AdWeek published online survey; produced by AdWeek and Parham Santana
"10 Ways to Extend Your Brand – Based on a Study of 500+ Brands" – 2012
By Dr. Edward M. Tauber and John Parham
AUTHORED ARTICLES / INTERVIEWS IN PROFESSIONAL PUBLICATIONS
LIMA Bottom Line – July / August 2014
"Licensing Careers," John Parham interviewed by Marty Brochstein
HOW Blog – 2012 to 2013
"Brand Extension Guru," guest writer John Parham
Retail Leader / Progressive Grocer – January 1, 2013
"Line Extension Overload: Can Too Many Choices Cannibalize Sales?"
New Products Magazine / Progressive Grocer – Spring 2013
"Bring Brands to Life – How New Product Brand Extensions Invigorate Sales and Drive Excitement"
New Products Magazine / Progressive Grocer – Spring 2013
"The New Products Matrix – 4 Proven Strategies for Identifying and Launching Successful New Products"
Advertising Age – August 23, 2012
"How to Extend Your Brand Without Stooping to Outrageous Gimmicks”
Inc. Owners' Manual – November 20, 2012
"2 Simple Keys to Define Your Brand" John Parham interview by Jeff Haden
Amex Open Forum – March 2012
"Add High Powered People to Your Team Without Actually Hiring"
Amex Open Forum – September 2012
"The Dirt-Cheap Answer to Focus Groups"
Brand Packaging – September 1, 2012
"The Two Secretes of Brand Extension Success"
Fast Company – September 5, 2012
"Five Classic Strategies for Growing Your Brand Equity"
Brand Packaging – September 26, 2011
"10 Ways to Extend Your Brand"
HOW Design – November 30, 2011
"2 Keys For Successful Brand Extension"
LIMA Bottom Line – October, 2011
"Are You Following the 10 Ways to Extend Your Brand?"
Performances and Appearances
SPEAKING ENGAGEMENTS
LIMA Roundtable / Licensing EXPO – Las Vegas, June 2015
"How to Win at Retail: The Five Rules"
Packaging That Sells Conference / Brand Packaging Magazine, Chicago – October 2014,
"What the Muppets Taught Us About Connecting With Consumers"
(The Sesame Street Global Packaging Refresh)
Toy Industry Association / New York Toy Fair – February 2013
“Winning at Retail”
Shopper Marketing Summit / Path to Purchase Institute Events, Chicago – October 2010
"Optimizing Seasonal Decorations Share of Wallet” (In-Store Merchandising for Target Halloween)
WEBINARS
LIMA / International Licensing Industry Merchandisers' Association – November 2014
"Defining the Brand Beyond the Obvious – Strategic Thinking to Optimize Brand Opportunities"
LIMA / International Licensing Industry Merchandisers' Association – November 2013
"Long-Term Brand Extensions – How to Succeed Where Most Fail"
Research Interests
RESEARCH INTEREST / EXPERTISE
• Proven Principals of Brand Positioning
• Using Research to Focus and Validate Brand Solutions
• Brand Story Telling and Content Strategy
• The Role of Brand Architecture
• The Power of Brand Extension and Licensing
• Retail Packaging and Merchandising Design
• Sales and Marketing Communication
Awards And Honors
HONORS AND CERTIFICATIONS
Pratt Distinguished Alumni Creative Spirit Award / Black Alumni of Pratt – 2011
John Parham (M.S. '83) and Maruchi Santana (M.S. ‘83) recipients
CLS/Certificate of Licensing Studies / Certified Licensing Executive – 2005
One year in-depth study of the business of licensing – and the industry’s only training ground
to become a Certified Licensing Executive (CLE)