The Architecture of Image: Branding Your Professional Practice - Softcover

Park, Craig

Softcover

ISBN 10: 0989338207 ISBN 13: 9780989338202

Publisher: Aquilan Press, 2013

Synopsis

The brand of the professional service firm is one of the most misunderstood and often under-utilized tools used to build market share and increase business. Your brand is critical to establishing and sustaining your firm's image in the market, and critical to the creation of a successful and enduring professional practice.

In The Architecture of Image: Branding Your Professional Practice, Craig Park, SMPS Fellow and award-winning author, explores how culture, collaboration, and communication create, develop, and sustain an enduring brand. Sharing insights and best practices and examples from some of the leading brands in the AEC industry, this book provides your firm with the understanding and tools to establish your brand in the professional service marketplace.

About this title

From the Author:

I wrote this book to help leaders and aspiring leaders explore how to define, develop, and enhance the brand of your professional service firm. For a professional service firm to plan, grow, and endure, it is critical to understand how your brand is perceived internally and externally. Having an understanding of the many aspects of brand value is important before you can effectively start a brand-building program.

About the Author:

Craig Park, FSMPS, Assoc. AIA has been active in the building industry for more than 30 years, holdingstrategic marketing leadership roles for firms in design and engineering consulting, contracting, and manufacturing.
He received a bachelor of science in architecture from California State Polytechnic University, San Luis Obispo, and completed post-graduate continuing education programs at New York University and the Advanced Management Institute in San Francisco.

Park is a Fellow, past national president, Weld Coxe Marketing Achievement Award recipient, and Distinguished Life Member of the Society for Marketing Professional Services. He is also active in the American Institute of Architects and InfoComm International.
Additional information on strategic marketing intelligence is available on his websites: craigpark.com and thevirtualcmo.com. For more information on publishing professional service thought leadership, visit aquilanpress.com.

About this edition

• Publisher: Aquilan Press
• Publication date: 2013
• ISBN 10: 0989338207
• ISBN 13: 9780989338202
• Binding: Paperback
• Edition number: 1
• Number of pages: 254