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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Eclipsing the Competition: Ellery Homestyles Repositions and Expands Eclipse Curtain Solutions at Walmart

By Parham Santana

October 30, 2014

Parham Santana uses consumer insights to win market share and drive category growth.

New York, NY -- October 28, 2014 – Ellery Homestyles, the home fashion products company, has repositioned and redesigned its signature line of EclipseTM curtains for improved category experience and increased market share. Eclipse, Ellery’s flagship brand in windows and the leader and inventor of blackout curtains, was responding to feedback from retail partners that shopping and restocking the Eclipse brand could be improved and made more intuitive. 

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Turner Classic Movies (TCM) Partners with Euro Ceramica Inc. to Create Movie-Inspired Tabletop Products

By Parham Santana

October 17, 2014

New York, NY – October 15, 2014 – A generous serving of classic Hollywood magic is about to hit tables everywhere. Parham Santana, The Brand Extension Agency, recently secured a licensing deal for Turner Classic Movies (TCM) with Euro Ceramica, a tabletop company known for their high quality assortments across major retailers. The new TCM branded tabletop will make consumers feel like they’ve stepped inside a classic movie. 

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