12 Jul

New Satow Strategies Website Launched

After 10 years, the shoemaker’s children finally got a new pair of shoes. “We took a break from helping everybody else get their website up and running to give our own site at SatowStrategies.com a completely new look. We are very proud of the work we did and the new look of our brand,” said Paula Satow, Managing Director of Satow Strategies LLC. In addition to featuring client testimonials and case studies, the site touts the company’s new tagline: “The Art of Smart Marketing.”

Satow Strategies delivers world-class branding, naming as well as traditional and e-marketing solutions for any-sized businesses.

23 Dec

Big Business Branding Makes Small Dreams Come True

Don’t kid yourself. Successful brands don’t happen by accident. Fortune 500 companies don’t create and build their brands — i.e. their messaging, identity, personality and the like — accidentally. Instead, they first understand the best practices that strong brands require and they manage them with precision through an army of experienced “brand police” every day, at every turn. From their smallest tweet to their largest global event, their information is Compelling, Clear, Concise, Clever and Consistent at every turn. What would happen if we applied these same 5 C’s to our own personal brands?

I believe that everyone can benefit from applying the great branding techniques of big business — including you and me! The next time you update your resume or prepare for an interview for a dream job, remember what the big guys know:

  • Be Compelling: Plan and practice your 30-second elevator pitch ahead of time and strive to capture their imagination with your message and your delivery.
  • Be Clear: Be sure your message is easy to understand. You want them to see how you can solve an important problem or fill an important gap for them. The last thing you want to do is confuse them.
  • Be Concise: Get all your points across quickly and efficently. If you go around in circles or wander off track in your interview, they may think you’ll do the same on the job.
  • Be Clever: Try to leave them with a thought or idea that is truly memorable and interesting so that you really stand out about the other candidates.
  • Be Consistent: There’s an old saying in marketing. Tell them. Then tell them again. And tell them again. Without sounding repetitive, be sure you are consistent in your messaging so they know they can depend on you.
14 Oct

Group Therapy for Your Brand

If the recession has your Sales & Marketing team struggling for a way to stand out in the crowd, then it’s time to tap into the power of group intelligence. Satow Strategies is offering a series of outstanding Speedbranding Workshops, custom tailored to focus on what you need and when you need it. We help you create better:

  • Strategic messaging and taglines
  • Brand strategies
  • Unique selling propositions
  • Product names
  • Marketing plans
  • Marcom plans
  • Social networking strategies
  • Web content

Satow Speedbranding sessions are like Group Therapy for your Brand. Suddenly, your messages are clear…your communications is more effective…heck…you’re feeling better than ever!

Sign up and save — special recession pricing available! Call 602-481-1942 or email us today at info@satowstrategies.com

27 Aug

Speedbranding in a Flash

Good things come to those who wait, right? But, let’s face it, sometimes you need a new brand yesterday, right? When you need your positioning, new name ideas and brand strategy at your fingertips now, and not months from now, Satow Strategies has a solution for you. It’s the Satow™ Speedbranding™ Workshop Series and our clients and participants love it. Speedbranding programs come in several flavors customized to meet your organization’s needs:

Creative Naming Workshops:  To help you name products and services in a timely way, we begin by working with intact executive, sales and marketing teams to define a sensible strategic naming strategy to meet your market needs. Next, we focus on generating creative name ideas in an exciting, hands-on brainstorming session. Just grab a thesaurus and we’re off and running.

Positioning/Repositioning Workshops:  In these sessions, Satow Strategies leads you and your intact team through the positioning process, leveraging strategic mapping tools to “reveal” the best competitive messaging for your products and services.  The results can be quite eye-opening.

Brand Assessment Workshops:  See your brand from the outside in, applying proven brand management tools to assess and adjust your current brand strategy and plan ways to boost its power and performance more effectively, across audiences and channels, over time.

Personal Positioning and Branding Workshops:  Organizations, groups and/or individuals can sign up for these dynamic, hands-on sessions that apply time-tested business branding methods to help individuals discover their unique value proposition and find ways to promote that value to enhance their role at work and their future career endeavors.

When you’re ready to focus on brand strategies in a flash, email us at info@satowstrategies.com or call us at 602-481-1942.

09 Jun

Stepping up to Social Networking

In theory, it should be as easy to get started on social networking as typing 140 characters on Twitter or posting your latest update on your Facebook wall. But if your goal is to leverage such Internet gathering places to enhance your company’s brand, you’ll need to do more than tweet a link to your favorite music track or post the latest snapshots from your kid’s soccer game. The first rule of thumb is to apply the same good marketing practices when writing for the Web 2.0 world as you did for Web 1.0. Beyond that, while it’s true that there’s a bit of a learning curve, getting started on being a business social butterfly is actually as easy as 1-2-3…


1.  Take baby steps.
It’s a good idea to start small by simply creating a profile on one or two select social networking sites to become familiar with the territory. LinkedIn, Facebook and Twitter are great places to start — these sites really seem to resonate as exciting new marketing vehicles for businesses everywhere. In addition, industry-specific sites with chats and blogs can be invaluable as well. Build up your network of personal and professional contacts and then, once you’ve got your feet wet, you can take the plunge try creating a “company page” on Facebook or starting a group on LinkedIn.


2.  Keep it new.
Be sure your personal profile and company information are up-to-date and strive to generate fresh and interesting content on a regular basis. If you’re stumped about things to write about, follow the tried-and-true rules of good marketing and focus on your area of expertise. For instance, if you’re a solar energy start-up, tweet about solar topics and provide links to interesting industry articles and news posts. If you’re a financial advisor, offer your insights on day’s market activity. Don’t worry about overloading your fans and followers because they can always adjust their settings and usage to read your posts at their leisure or not at all. 


3. Seek expert advice.
Since social networking is so new, to some degree, we’re all still learning as we go and defining best practices in real time. But there are already some highly knowledgeable experts and consultants around offering everything from free Tips & Tricks to full-court services such as content development, site optimization and website integration. Sign up for free webinars and search Twitter for postings from topic experts. There’s a lot to learn and a lot to be gained in the process.


Satow Strategies is here to help along the way with any of your social networking needs. Contact us at info@satowstrategies.com or (602) 481-1942.

26 Nov

Naming with Brand Architecture in Mind

How to apply naming strategies to effectively define and extend your brand
by Paula Satow, Satow Strategies, LLC

Clients often come to me asking for help in naming a new company or re-naming an existing company. In the course of exploring their strategic requirements, we often discover that there are actually a lot more “name-worthy” elements to their offerings than meet the eye. I find that the more effective we can be in discovering and leveraging these hidden areas, the better it is for their brand in the long run. This holistic approach to naming may cost a little more upfront but translates into higher brand valuation in the long run.

Here’s a list of focus areas you should consider when it comes to building effective name strategies for your business:

Company: Naming the company is obviously the single-most important aspect in any business naming process. Referred to as the “Corporate Umbrella Name,” the company name needs to work well in any context or brand hierarchy — whether it is integrated in product and service names, i.e. – “Microsoft® Office®” or whether it serves more in the role of a corporate name only, in the background like “Post-It Notes®” (“from 3M”).

Category: If your company is drowning in a crowded sea of competitors and you’re having difficulty keeping your product or service afloat, consider re-positioning your offering by creating a new category, poising your unique value as central to the market. For instance, if you’re in the office furniture business but you’re products are all uniquely made of sustainable woods and materials designed in pre-made sections for cost effectiveness, be bold and stake a claim in a new market category you’ve dubbed, “natural modules.” This sounds a lot more unique and interesting than “office furniture.”

Offering: Product and/or service offerings can be ripe with brand name opportunities. While you should never err on the side of “branding everything” – such a shotgun approach can be a brand-diluting, market-confusing and budget-depleting proposition. It’s a good idea to start with a brand hierarchy that clearly conveys how your products and services fit in relation to your corporate umbrella brand. They may be worthy of their own product brands or sub-brands to convey their significance in the market as well as in your company’s portfolio.

Technology/Unique Capability: If you have unique intellectual property (IP) that you have either patented or have a patent pending, it is worth considering a trademark name that effectively positions its unique value in the market. You may even consider an ingredient brand strategy. While this type of program can be expensive and complex to manage, the payoff can be tremendous if your customers want to tap into the power and panache of your “secret sauce” for their own products.

No matter which naming projects you need to tackle, Satow Strategies is here to help – from company re-naming to ingredient brand strategies, we can help you build effective strategies, programs and implementation tactics.

Contact us at 602-481-1942 or at info@satowstrategies.com to learn more about how effective naming strategies can boost your corporate value.

© 2007 Satow Strategies LLC
Other names and brands are the property of their respective owners.

26 Mar

Get Organized! (Your Messages, That Is!)

How Clarity Rules When It Comes to Business

by Paula Satow, Managing Member, Satow Strategies

Spring has sprung and it’s time for a little spring cleaning. Sure, you can vacuum out your car and straighten up your office but that’s not really what I meant. I am referring to your company’s messaging. Just like your home and work life can always be improved when you get rid of the clutter and focus on organizing things, so, too, your bottom line can be enhanced when you simplify your key messages and get to the point when it comes to making new customers and influencing them to buy your products and try your services. The world’s best companies know that clear, crisp messages can be the keys to the kingdom of success.
Here are a few quick tips on how to spiff up your key points and capture your market’s imagination:

TIP One: Keep It Simple.
Be sure you start with a simple, solid messaging foundation that is easy to understand, no matter who the audience. For instance, when preparing your “About Us” section on your webpage, begin with a positioning statement that says exactly who you are and why that’s important to your target audience. For instance: “XYZ, Inc. is the Arizona-based plastics manufacturer that delivers high-quality widgets and services to the auto industry at a discounted price.” One sentence says it all.

TIP Two: Take It From The Top.
Organize your messages from the top down, focusing on your corporate brand first. Then, work your way down to your products, services and the unique differentiators they deliver. For instance, when writing a boilerplate – the summary paragraph about your organization that consistently appears at the end of your company’s press releases – always start with your corporate messaging followed by a description of the products and services you offer along with their key feature and benefit.

TIP Three: Remove Clutter.
Your key messages cannot by effectively conveyed when they’re surrounded by the clutter of contradictory, outdated and/or unfocused information. Peel back the onion on your marketing collateral and determine when the information was created and whether or not it is still relevant to your business and important to making sales. If not, it’s time to update your communications suite. Instead of helping you grow your business, it might be actually be working against you, confusing your customers and fueling your competitors’ “FUD Power” – the Fear, Uncertainty and Doubt that they tell prospects about your offering.

TIP Four: Try It On For Size.
Before you charge ahead to change the world, or at least your little corner of it, try to test your new messages out with prospects, customers, employees and partners to see how they fly. You can do formerly with some market research and/or informally through a small trial balloon, perhaps through a flyer at a trade show or a simple direct mail piece. But, more often than not, this vantage will prove invaluable in honing and prioritizing your final messages.

Visit http://www.satowstrategies.com/ to learn more about getting your messages more on track and your business on target for success through organized messaging techniques. Email info@satowstrategies.com to get started on your Message Spring Cleaning.

(c) 2007 Satow Strategies, LLC

30 Jan

New Year’s Resolution: Write a Marketing Plan

Mapping Your Way to Marketing Success

by Paula Satow, Satow Strategies, LLC

The new year is well underway and companies everywhere are putting the finishing touches on their 2007 Marketing Plans.

Yeah, right!

If you believe that, then I know a bridge…

The truth is that many firms can’t even agree on whether or not they need a Marketing Plan no less what their Marketing Plan should consist of. So, breathe a sign of relief if you’re one of them. You’re not alone and, in fact, you’re in good company. Some of the best, most successful companies either “wing it” altogether or write their Marketing Plans “as they go.” To some degree, this is because marketers, by definition, are creative, right-brain types who would rather spend the time ideating great ad concepts and designing leading websites than putting their logical left brains to work on facts, figures and…worst of all…numbers.

Well, that’s where I come in.

To me, creating a solid Marketing Plan can be a very creative process, indeed. And, no matter what you may tell yourself, your marketing results for the year will be more effective and more measurable if you start with a solid Marketing Plan. To take some of the sting out of the process and to help you kick it off, I suggest you start with a game — 20 Questions.

Let’s see how well you can handle the challenge:

1. What is the single most important thing you want to accomplish with your marketing efforts this year?

2. What is your marketing budget for this year? What percentage of your revenue does this represent? (5%? 10%? 20%? other? – 20% is optimal)

3. What is your corporate marketing strategy and how does it complement your product/service marketing strategy?

4. What is unique or special about the products or services you will be offering?

5. What is your primary target market?

6. Who are your competitors and how do they compete with your company and your offerings?

7. How does your marketing strategy support your business and brand strategies?

8. Is your communications consistent in terms of corporate and product identity?

9. Is your communications consistent in terms of messages?

10. What marketing programs have worked for you in the past?

11. What marketing programs have failed and why?

12. What is your sales channel?

13. What is your Internet strategy? (website, web sales, blogs, etc.)

14. What is the size and quality of your sales, marketing and support teams?

15. What is your sales and marketing collateral strategy? (newsletter, e-newsletter, brochures, etc.)

16. What is your event strategy? (trade shows, conferences, speakerships, web seminars)

17. What is your media relations strategy? (local/national/business press, analysts, tours, joint announcements, etc.)

18. What is your co-marketing strategy with channel and strategic partners?

19. What is your launch calendar for the year?

20. How will you measure the results of your marketing programs?

Learn more at www.satowstrategies.com or drop an email for assistance with your marketing plan to info@satowstrategies.com.

20 Sep

Internet Tools for Marketers

Five Powerful Websites I Have Grown to Love
by Paula Satow, Managing Member, Satow Strategies, LLC

These days, marketers everywhere understand the sheer power and immeasurable value of the Internet. Thanks to a torrent of tools available online, we can use the web to identify strategies, research industries and even implement programs to enhance our bottom line. And, if you are like me, there are a few websites in particular that have become my secret weapons and I return to them again and again. They have made my job easier and my results more tangible than I ever dreamed possible. But, since there are no secrets, I thought I would share my five favorite online marketing tools with all my fellow marketers. Of course, please feel free to share your favorite secret weapons with me too!

1. The WayBack Machine www.archive.org/web/web.php The “Wayback Machine” is a service of the Internet Archive. Through it, you can visit a website’s archived pages. Like the Ghost of Websites Past, it allows you to surf through 55 billion (!) web pages that have been archived since 1996. Imagine the thrill of exploring a company’s old web site designs, its past press coverage or its communications from decades past. Witnessing a business’ past can only help when it comes time to plan its future.

2. Trademark Search Engine www.uspto.gov/main/trademarks.htm Conduct one trademark search on the TESS (Trademark Electronic Search System) system and you’ll quickly understand the power of this indispensable search engine. TESS contains more than four million pending, registered, and dead federal trademarks. It is an invaluable tool for marketing people in search of the perfect brand name, marketing term, or tagline. The USPTO main site at http://www.uspto.gov/ is also very helpful.

3. Visual Thesaurus http://www.visualthesaurus.com/ As a writer both of marketing materials and fiction, I have often dreamed about a resource just like this one. Thanks to Thinkmap (http://www.thinkmap.com/), this dream is now a reality. Visual Thesaurus is a commanding 3D visualization tool for finding just the right word. This site literally brings words to life, forming highly interactive and animated displays of words, related words, and their meanings. Marketers cannot go wrong when they are looking for the right word. You can try it out at no charge and annual subscriptions are quite reasonable.

4. Enterprise Search Platform http://www.grokker.com/ Grokker (named comes from the term “to grok” — to deeply understand — from Heinlein’s science fiction novel, Stranger in a Strange Land) is an enterprise search engine from Groxis that enhances the ability to “explore, organize, and share digital information.” It links corporate databases, subscription content, and search engines to create highly visual and interactive maps about any subject under the sun and then some. Market research will never be the same.

5. Branding Newsletter http://www.brandchannel.com/ Founded in 2001, Interbrand’s Brand Channel claims to be “the world’s only online exchange about branding.” I think this site is a valuable resource for brand practitioners everywhere. Offering a truly global perspective on brands and enough articles, glossaries, white papers and book reviews on the subject to sink a ship, this website should be a regular click stop for any marketer in virtually any industry.

When you want help tapping into the power of the internet to enhance your marketing capabilities, please contact Satow Strategies at 602-481-1942 or info@satowstrategies.com. We’re ready to help you succeed.

*Other trademarks and brands are the property of their respective owners.

22 Aug

Expand Your Market With Brand Expansion

OK. So, your product has been wildly successful for years. That’s great! But, remember, if it’s anything like 99.99% of the other products in the world, its market size grew along a bell curve and, by definition, could potentially level off and even diminish. Have no fear, though. Now’s the perfect time for you to consider brand expansion.

Marketplace realities dictate that growth from existing customers have their limitations and there’s only so much you can do to drum up repeat business and still grow your company in the manner to which you’ve become accustomed. That’s where brand expansion comes in…expanding your corporate brand to accommodate a new product under its umbrella or expanding a successful product brand to accommodate a new sub-brand are both excellent business strategies for growth.

When you’re ready to expand your horizons for your corporate umbrella and product brands, contact Satow Strategies at 602-481-1942 or info@satowstrategies.com. We’re ready to help facilitate your new-found growth.