As featured in TIME Magazine's "Why Some Brand Extensions Are Brilliant and Others Are Just Awkward," Parham Santana's recent survey in cooperation with Adweek provides three rules for successful brand extensions:

 In John’s most recent submission to the HOW Blog, “Playing To The Fans: 4 Winning Ways To Extend Your Brand," he outlines four strategies to help brands take advantage of existing customer relationships.

Moms love to talk. They’re sharing everything from how to keep your toddler in her new big girl bed until the sun comes up to which brand of dishwasher soap works best. The trick for brands is figuring out how to naturally pop up in these conversations in a positive way.

According to a new study called “The Mom Next Door: How and Why Moms Make Recommendations,” the vast majority of moms are super recommenders. A whopping 71 percent of moms recommend products at least once a month and 50 percent make recommendations daily or weekly. Perhaps most telling, 93 percent of moms say they’re influenced by a thumbs-up from another mom.

But we wondered exactly how a brand can earn this kind of word-of-mouth marketing. What are the moms out there recommending? And what prompts them to sing those brands’ praises? tell me more

(Photo Courtesy of Adweek)

Nestlé Crunch Girl Scout Cookie Candy Bars Wins Handily in First Annual Survey Fielded in Partnership With Adweek Magazine

New York, NY – February 4, 2013 – Parham Santana, The Brand Extension Agency, has teamed up with Adweek magazine to determine the Best and Worst Brand Extensions of 2012. Over 11,000 respondents participated in the first annual online poll where they were asked to pick their top three from a list of 10 best and worst identified by Parham Santana.

In John’s most recent post for the HOW Blog, "Is Your Brand An Expert? How To Tell And Why It Matters," he provides a simple test to determine whether a brand is an expert in its field.

"Your brand is an expert if consumers look to it for trusted knowledge about a specific topic," he says. tell me more