Progressive Grocer recently featured an article by John Parham called Changing Channels. The piece highlights four proven brand extension strategies that allow brands to move into entirely new retail channels—everywhere from grocery stores, convenience stores and gas stations to drugstores.

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Smart brands know that shelf space equals sales, but how do you successfully boost your presence on shelf? In a recent issue of Progressive Grocer's New Products Retail Trends Report, John Parham introduced the New Product Matrix.

The big idea: Every single new product tell me more

Normally, we think of people as being experts, but brands can fall into that category, too. And, no, I’m not just talking about encyclopedia Britannica, Jeopardy and The New York Times. You don’t have to be a know-it-all smarty-pants to qualify as an expert brand. Here’s the simple test: Your brand is an expert if consumers look to it for trusted knowledge about a specific topic. tell me more

© UNICEF/NYHQ2011-2164/Patricia Esteve

Parham Santana’s BrandSlam Division and USF Partner to Extend UNICEF Brand into New Categories

The U.S. Fund for UNICEF and Parham Santana – The Brand Extension Agency today announced a representation agreement with BrandSlam, Parham Santana’s licensing division. BrandSlam’s holistic approach combines traditional licensing representation services with the resources and capabilities of a premier brand strategy and creative firm. Parham Santana will manage the development of products with a cause-related message, helping the U.S. Fund for UNICEF to raise funds and further their mission to reach a day when ZERO children die from preventable causes and every child has a safe and healthy childhood.

I’ve worked in all kinds of environments, from small non-profit and for-profit companies all the way up to a Fortune 100. During these experiences, I’ve noticed that productivity appears to be directly tied to employee happiness, and it turns out there’s scientific data to back up my observation. tell me more