A creative brief hits your desk: Your client or executive team wants to launch a brand extension. But before you start designing, there are two key things to consider that can make or break any brand extension.
About John Parham
John Parham is president and director of branding Parham Santana, the brand extension agency. He has spent the past 25 years developing big picture strategies for his client’s 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.