John has 25+ years experience helping national brands extend and restage 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. Parham Santana's unique perspective is based on a client base that includes direct involvement with the full roster of major national retailers, brand owners, licensing agents, as well as manufacturers and licensees.

John is a LIMA board member and has a Certified Licensing Degree from LIMA, is a member of the In-Store Marketing Institute and has a Master's in Communication from Pratt Institute.

What was "your finest moment," the thing you're most proud of?

Having a friend return from Mongolia with a piece of a global re-branding program our firm had recently completed.

Is there a great client story you'd care to share?

We recently completed a major seasonal branding program – trend, creative, in-store marketing, promotion and product direction for a national retailer. I have e-mails from the CMO on down exclaiming this to be their best seasonal program in 10 years. It’s a billion dollar compliment.

Do you have a method for coming up with ideas and solutions for clients?

Two smart people that respect one another in a room. They must have a working knowledge of the client and their marketplace challenges. Add two pencils and some paper and you’re off.

What makes a great brand?

When you can close your eyes and feel it. Great brands have a resonance that goes beyond anything visual.

What talent do you wish you had?

I wish I could play more than the tambourine.

Is there any food that helps you think more creatively?

I think better when I'm hungry.

What was growing up like for you?

Very ‘Tom Sawyer.’ I grew up in Kentucky and I have fond memories of not wearing shoes all summer and spending lots of time in the woods catching crawdads in the creek with my friends and my dog, “Boston.” The Schwinn “Stingray” bike was the preferred means of transportation.

What is your motto?

I have two from distinct sources but they say the same thing. "Our future is in ourselves; not our stars." Shakespeare, Julius Caesar. And, "The harder I work, the luckier I get." Dave Berry, Wendy's

What is your current state of mind?

Positive. Anything is possible.

What do you consider the most overrated virtue?

Patience.