Parham Santana

Establishing Category Leadership Through Media Partnerships and Aggressive Media Outreach

Sesame Street licensed products get a global refresh from Parham Santana

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CHALLENGE

Parham Santana wanted to own the term: Extendable Equity and become known as The Brand Extension Agency with solid credentials and reputation on both the business and creative side.

SOLUTION

Kalvin Public Relations created a strategic public relations plan to help Parham Santana communicate its point of difference to a wider audience of potential clients including brand owners and retailers and establish credibility. We began by aligning with a leading trade magazine, Adweek, and created a partnership with the publication to field an online survey to its readers called, The Best and Worst Brand Extensions. The first survey received over 11,000 responses and was prominently featured on the cover of the magazine. The results were also picked up across a wide array of media including TIME, Business Insider and The New York Times. The survey was so successful, that it has become an annual franchise.

Additional thought leadership was established by achieving consistent quotes in high-level business and trade media for both partners including The New York Times, Inc., and FastCoDesign as well as frequent placement of by-line articles in targeted trade press. We built upon this by building buzz through the promotion of completed projects across a broad spectrum of media that gave the firm high visibility.

RESULTS

The Best (and Worst) Brand Extensions
Thinking of nudging your brand name into a new category? Good luck. But please, read this first
AdWeek
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Why Some Brand Extensions Are Brilliant and Others Are Just Awkward
Time.com
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Marcus Samuelsson, a Chef, a Brand and Then Some
The New York Times
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Guided by Lucky Magazine, Shopping Will Soon Require Less Clicking
The New York Times
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5 Classic Strategies For Growing Your Brand Equity
Fast Company Co.DESIGN
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Winning Over Skeptics With Cause Marketing
MediaPost Engage:Teens
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2 Simple Keys to Define Your Brand
Inc.
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