HFN Features Parham Santana's Repositioning of Ellery Homestyle's Eclipse Brand

By Parham Santana

January 21, 2015

Read HFN's full December 2014 article below:


The New Eclipse: Ellery's flagship window-treatment brand has been repositioned and relaunched.  By David Gill

AS PART OF WHAT CEO HUGH ROVIT CALLED "ROUND two" of the company's multiyear initiative to grow as a home textiles supplier, Ellery HomeStyles unveiled the repositioning of Eclipse, its signature blackout window-treatment program.

The new Eclipse collection has good-better-best components. Eclipse Core represents the "good" segment, while Eclipse Signature is the "better" offering and Eclipse tell me more

Beyond Guarantees: When to Sign a Licensing Agreement Without Them

By Aaron Spiegeland

January 14, 2015

There’s no denying that guarantees are important, but in the right situation, is it worthwhile to forgo them?

My belief is that in certain instances, it is not only okay to waive minimums but advisable.

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Cult of Personality: What Lifestyle Does Your Brand Represent?

By John Parham

December 16, 2014

Parham Santana developed the Mike Rowe Works identity that appears on Mike’s charitable foundation and growing line of products.

There’s a bit of a mythical aura around the term “lifestyle brand.” It’s something everyone seems to be reaching for, but what does it mean, exactly? And how can lifestyle status help your brand grow?

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A Pretty, Preppy Brand Extension: The Kate and Jack Spade Collections at GapKids

By Maryann Mitkowski

November 13, 2014

The Kate Spade career girl now has children of her own, and she wants them looking fancy and fabulous.

For two fleeting weeks, GapKids offered the Kate Spade New York and Jack Spade collections for toddlers and kids. This limited-edition brand extension is an example of Leveraging a Customer Base (#6 on our list of 10 Ways to Extend Your Brand). GapKids is selling to fans of Kate and Jack Spade's unmistakeable style – colorful, chic, clever – who are moms, dads and aunties looking for children's apparel for their dapper little ones.

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PBS KIDS® and Whole Foods Market® Roll Out a Collection of Sustainable Toys for the Holidays

By Aaron Spiegeland

November 13, 2014

Parham Santana’s licensing division, BrandSlam, is proud of our collaboration with PBS KIDS, helping them to find program partners for their new line of branded toys rolling out nationwide at Whole Foods Market this holiday season.

In addition to licensing representation, Parham Santana developed the PBS KIDS positioning for licensing, “A little wonder goes a long way,” which appears on packaging to support and celebrate PBS KIDS’ commitment to ‘open-ended play,’ an integral part of early childhood development. The new toy line provides children with the opportunity to explore and learn in a safe and fun way.

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