John Parham


John Parham is president and director of branding at Parham Santana (, The Brand Extension Agency. He has spent the past 25 years developing big picture strategies for his clients' branding, licensing and seasonal programs. He also contributes to Parham Santana’s Extendonomics blog (, which covers the latest brand extension news, trends and best practices.

Parham Santana ( is The Brand Extension Agency. In-store, online, across marketing platforms, we help brands ignite new product categories. Win retail distribution. Renew presence and performance. Power up the brand. Our clients are leading brand owners and retailers in every channel of distribution, including Food Network, Better Homes and Gardens, American Girl, Walmart, Target and Toys ‘R’ Us. We have guided more than 100 brand extensions with total retail value in the multi-billion dollars.


The Two Secrets of Brand Extension Success

How fit and leverage can help you EXCEL where others fail.
When they win over consumers, brand extensions offer big rewards: more revenue, more distribution and better name recognition.
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10th Annual Packaging That Sells Conference, Chicago, October 2012

Posted Date: October 29, 2013

BRANDPACKAGING’s packaging conference returned for a tenth year with a focus on a single message: Make It Matter.

11/18/14 2:00 pm EST

Perfecting Package Design with Digital Solutions

Brands know that good package design plays a significant role in the commercial success of a product. After all, customer will experience the packaging before they experience the product within. Have you explored all the possibilities when designing a new package, or do time restraints and other limitations get in the way from delivering perfection? Advances in digital printing and finishing technologies now allow brands to explore even wider ranges of design possibilities within their ever shrinking timelines.

Brand Packaging Magazine

brand packaging september 2014

September 2014

 The September 2014 issue features the latest on Standing out from the Crowd.  You can also read the issue at the Digital Editions.

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Design Gallery Volume 11

Design Gallery Volume 11 is not just a study in good design. It’s a look at how packaging can successfully demonstrate structural and graphic innovation, make strong shelf impact, meet consumer, shopper and retailer needs and support and convey the brand story

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