For many companies, one of the most confusing aspects about their trademarks is determining whether they should bear a 'TM' or a ® identifier. These valuable symbols can help signal the status of a company's rights as the trademark owner. While the rules may differ depending on the country you're filing in, as a rule in the U.S. market the 'TM' symbol is the first step in claiming ownership of a mark, and conveys the fact that a trademark has been applied for. On the other hand, the ® symbol often indicates that the lengthy filing and registration process is complete and you're now officially registered by the U.S. Patent and Trademark Office (USPTO) as the owner.
Here's a great USPTO link for learning more about the differences between these two symbols as well as information on trademark applications, filing and other procedures and terminology: http://www.uspto.gov/web/offices/tac/doc/basic/.
If you're pondering the best route for your firm to travel in developing names and trademark strategies, be sure to contact Satow Strategies at 602-481-1942 and info@satowstrategies.com. We're ready to help you 'make your mark' in your target industry.
© 2005 Satow Strategies, LLC.
White Papers are Right Papers
Saturday, July 23, 2005
I can't think of a more effective way for an organization to state its position on a strategic topic or to convey the benefits of a technology or product to potential customers than to publish a white paper. It's also an excellent vehicle for educating audiences on important industry topics and consumer issues. As the name suggests, a white paper is often printed on plain, white paper. This, plus simple design including single ink color helps keep design and print costs to a minimum and allows the paper's producer to focus instead on its compelling technical content.
A favorite of technical sales teams during the 'design win' process where closing the sale is key, white papers can be an excellent way to tout a product's technical and/or marketing benefits without the trappings of marketing 'speak' that often accompanies other collateral pieces such as brochures. In other words, white papers are often written by designers... for designers and since they speak the same language, a well-positioned, written and edited white paper can be one of the lowest cost/highest impact methods of winning a customer's heart and mind.
When you're ready to define, write and produce a quality white paper that features your company and its capabilities, be sure to call Satow Strategies. We can help you -- from end to end -- to be sure that your white paper is on the right track. Just contact us at info@satowstrategies.com or 602-481-1942.
© 2005 Satow Strategies, LLC.
Plan Ahead for Effective Media Relations
Thursday, July 14, 2005
As your company makes headway in the marketplace, it's a good idea to include press relations, and perhaps even an analyst relations programs in your communications planning. In business, nothing says 'success' better than a two-page spread with accolades about your organization in the local paper or, better still, in a national or trade publication. So, how do you get there from here?
It's important to develop a carefully-crafted Media Relations Plan first, long before you issue a press release or call down a phone list of press targets. A clear, concise picture of the programs goals, strategies, tactics and costs is advisable in developing a plan. The plan should contain a target list of press and industry and/or financial analysts as well as key messages, competitive positioning and other central elements. When it comes to managing your relationships with the all-important media community, erring on the side of careful planning, strong strategy development and professional process implementation are all highly recommended. The results of your efforts will speak for themselves.
When you're ready to plan your firm's next media campaign, call Satow Strategies. We can help you develop your key messages, press releases and rollout plans -- contact us anytime at 602-481-1942 or info@satowstrategies.com.
© 2005 Satow Strategies, LLC.
Name that Strategy
Monday, July 11, 2005
Time to name your company's latest breakthrough product or technology? If so, you might already be planning steps like locking the top minds of your company in a conference room with a clean white board to see what develops. Or holding a company-wide naming contest with a $100 gift certificate to the winning entry.
Well, before you take the plunge, remember to consider the following three key issues carefully. Taking the time up front to define and manage your naming process effectively can save you a lot of time and money down the road:
- How important is it that the name be legally protectable? Category-styled names such as 'network computer' or 'potato chips' and 'lip gloss' are more 'generic' or 'descriptive' than other more 'suggestive', 'arbitrary' or 'fanciful' styled names such as 'Revlon', 'Intel' or 'Yahoo'. Generally speaking, when names are more generic and/or descriptive, they are less expensive to establish in the marketplace but also less protectable legally. Figuring out where your name should be along this strategic continuum is one of the most important steps one can take in any naming process.
- Should we trademark the name? Applying for a trademark or service mark can be an expensive proposition but, on the other hand, you may be penny-wise and pound foolish to avoid this highly leveragable investment in your company's brand.
- Should the trademark also have a logo? While it is often the case that a logo may be designed for a trademark name, it is certainly not required or necessarily even advisable. The question of whether or not you need a logo for your trademark should be considered carefully, from the marketing, legal and financial perspectives.
When you're ready to start the process of naming your company, product or technology, call Satow Strategies at info@satowstrategies.com or 602-481-1942 and we'll help guide you in your trademark strategy, name development and logo planning.
© 2005 Satow Strategies, LLC.
Home Sweet HomePage
Thursday, July 07, 2005
When you think about your company's website, remember that it's really your company's home on the web and, when planning its form and content, it's interesting and helpful to draw an analogy between its key elements and those you may find in your own backyard. Let me show you what I mean...
- URL: The URL (Uniform Resource Locator) is like the street address of your website and, like selecting the right house to purchase, your URL should be selected carefully and strategically.
- Home Page: Your Home Page is all about curb appeal and it should be designed with the power to both attract, welcome and engage your target prospects and customers. Poor visual appeal can minimize their stay and even discourage them from ever visiting your site again.
- Navigation Bar: The 'Nav' Bar is like your home's blueprint and should be designed to make it both interesting to explore your site and easy to understand your positioning, offerings and unique product benefits.
- About Us: Like treasured family photos displayed on the mantle, the About Us section lets you share a little about the more personal side of your company. Here you can introduce your company's leadership team through brief biographies and photos, its long-term aspirations through the Company Vision and it's near-term goals through an effective and focused Company Mission.
- Contact Us: While the Contact Us section is simply the place where you provide your address, phone, fax and email contact information, it's important to also think of it as an open invitation to visitors to come back soon and often, stay as long as they like, invite their associates, reach you anytime with questions and take their business to the next level. Keep it simple, complete and linked to an actively-managed email address.
When you're ready to design and build your organization's website or update and enhance your current site, contact Satow Strategies at info@satowstrategies.com or 602-481-1942.
© 2005 Satow Strategies, LLC.
The Next Big (Cost Effective) Thing
Wednesday, July 06, 2005
For years, I've shared my conviction with clients that a well-executed Media Relations "PR" program -- aimed at press and analysts -- is one of the best means possible to generate buzz and resultant sales leads. Tactics such as strong competitive positioning, targeted key messages and well-timed press releases can add directly to the bottom line for companies of all sizes and means.
While PR continues to be top on my list of recommended marketing tools, the Internet has added a new arrow to my communications quiver. Alongside PR, Search Engine Management (SEM) is proving to be an excellent and cost-effective vehicle for boosting return on marketing investment. Also known as Search Engine Optimization (SEO), SEM is about optimizing and managing your company's visibility on search engines such as Google, Yahoo and MSN in order to increase sales leads, revenue and measurable return on your investment.
Whether you need assistance in planning and executing programs in media relations, search engine management, web design, branding and marketing communications, Satow Strategies, LLC, and our team of strategic communications partners stand at the ready to help your company succeed. Contact us on the web at info@satowstrategies.com or call 602-481-1942 to learn more.
© 2005 Satow Strategies, LLC.
What's in a name?
Tuesday, July 05, 2005
What's in a name?
Let's face it. When it comes to naming a baby or a puppy, there's plenty of resources out there to help find the perfect name for little Johnnie, Janie or Jeeves. With literally thousands of websites and books like Baby Names Now and When Rover Just Won't Do, there's no dearth of suggestions available on how to brand the blessed bundle's baby bracelet or doggie tag.
But, when it comes to company and product names...well, that's a nome de plume of a different color. While there are a few helpful books out there on the general topic of naming, it's actually a contradiction in terms to pre-determine a list of potential options for product and company names. Why? Because a strong, effective company, product or service name must, by definition, stand apart from the crowd, unique in its market and perhaps in all the world.
So, instead of spending your time combing the web and the bookstore for a list of possible product or company names, spend your time instead identifying the right brand partner for you. Satow Strategies is an outstanding branding and naming partner for companies and organizations, large and small. Based in Scottsdale, Arizona, we're knowledgeable and experienced in all things branding. We stand at the ready to help our customers develop exciting, new product and services names, define new brand architectures that enhance visibility and prepare manageable trademark usage guideines for employees and partners to follow consistently.
So, next time you wonder what's in a name, call Satow Strategies at 602-481-1942 or send us an email at info@satowstrategies.com so we can help you find out what's in your name and how you can tap into its brand value.
© 2005 Satow Strategies, LLC.
Envisioning Marketing Success
Monday, July 04, 2005
Vision and Marketing Success
I witnessed this year's 4th of July fireworks from Tempe Town Lake and I couldn't believe my eyes. I had heard that Tempe puts on a great fireworks display but I had no idea it could be this good. Everytime we thought we were seeing the Grand Finale, there were more effects and more action. It was, without a doubt, the best fireworks display I've ever experienced and I'm likely not to forget it anytime soon. In fact, just to be sure, I plan to go back next year -- same time, same station.
As I watched the show unfold, it occured to me that someone had to envision that fantastic extravaganza from beginning to end before the first sketch was drawn and the first stick was ignited. That's not much different a process than creating a powerful and effective marketing program. One that's capable of boggling people's minds and compelling them to buy a product or try a service. In the end of the day, any marketing program worth its weight must begin with the same powerful envisioning. Someone's imagines a unique way to capture and convey the essence of a brand in such a way that turns suspects into prospects and prospects into loyal customers.
I often tell my clients that they must first establish a strong vision, first and foremost, before they spend dollar one on marketing. Vision helps ensure that they'll get the best return on their extensive investment of time and money. At Satow Strategies, we help companies and organizations define their communications objectives and their project's vision -- whether it's ad campaign, a new website or a corporate brochure or newsletter.
So, the next time you think about a communications program for your firm, remember, start with a strong vision and your project will have the foundation for success. Contact Satow Strategies at info@satowstrategies.com or 602-481-1942 and we'll help you find your vision toward greater business success.
-- Paula Satow, managing member, Satow Strategies, LLC