Marketing
Retail's Higher Calling
In an economy controlled by the service sector, urban architecture is being influenced more heavily than ever by retail marketing. Read full »
Delivering Brands: A Promise Fulfilled
Architects seem flummoxed about brands and branding. Perhaps that is why many firms appear to be so similar and also work far below their potential. Read full »
The Ephemera of Brand
Following several months of discussions, Foster and Partners has announced an ownership transition offering up a brand revolution of sorts. Read full »
Why the Future Won't Need Today's Architects
What’s next for successful architecture, engineering, and design practices? This is the question we will explore more deeply in the upcoming months in DesignIntelligence. Read full »
High Profile Architecture Considering the Bottom Line
For many architects, “business” is a necessary evil—the compromise and the obligatory price paid to function in a competitive environment. Read full »
Eight Steps to Better Communications
Communicating clearly is one of the most powerful “design tools” available, and yet very few of us ever receive formal training in how to be good communicators. Read full »
Brand Building Crucial to Future Success
The absence of brand focus always astonishes us considering that in most companies, “the brand” in the broadest of contexts should be the single most valuable organizational asset. Read full »
A Visionary Agenda: 30 Trends Will Thin the Herd
Despite the daily assault of traditional marketing tactics, we believe clients are actually persuaded most often by the power of word of mouth and by what they hear from trusted sources. Read full »
Why Marketing People Fail
Maximizing the return on one of your most valuable investments. Read full »
Real Design Strategy
Authenticity is is the new client sensibility in today’s “experience economy.” People no longer accept fake offerings from slickly marketed phonies; Read full »
Book Boosts Design Firm Marketing
How does a firm go beyond simply answering requests for proposals and take charge of its marketing? By using the knowledge and skill that are readily available to them, architecture, engineering,... Read full »
The Role of Technology in Reshaping the AEC Industry
Building information modeling is much more than the next big thing. Read full »
Communicating Your Distinctive Competency
Few firms are truly unique in their competencies or capabilities. However, if you are able to define and then communicate what makes your organization distinctive, you’ve already gone a long way... Read full »
Advice for Design Entrepreneurs
Design entrepreneurs who don’t yet possess the resources to hire full-time marketing staff must do the job themselves: Be the expert, get that message out, and business will come to you. Read full »
An Enviable Design Portfolio
Whether you’re preparing to launch a new career or working to build up your firm’s client base, a well-prepared portfolio is a calling card that can open doors. Read full »
Low Tide: Marketing When Times Are Tough
Marketing is more important than ever in a downturned economy. It’s how you make the connection between what the client needs and what your firm does well. Read full »
Attaining A/E/C Market Prominence
Research at the Rice University Building Institute reveals a dozen strategies for increased competitiveness. Read full »
When 'You're Too Expensive'
Your client isn’t necessarily saying your services cost too much. Maybe you’re being told that you haven’t fully communicated the value you intend to deliver. Read full »
Brand Building for the Long Haul
A case study in holding on to a venerable past while embracing future opportunities. Read full »
The Promise of Space: Branding and Architecture in Theory and Practice
Turning a structure into an emotional experience isn’t easy. But it can be both satisfying and strategic. Read full »
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