publisher

The Architecture of Image: Branding Your Professional Practice, 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.

Praise for The Architecture of Image...

A must read for anyone responsible for developing, protecting, and promoting a firm’s image and brand. Park points out why firms need to do more than be different from the competition. It’s more than theory, it’s about getting results and Park provides the pathway.

MITCHEL LEVITT, ACHE, FSMPS, ASSOC. AIA
Senior Vice President & Director of Market Strategies
FKP Architects

After dispensing with the basics of branding—and what it is not—Park offers far-reaching and wide-ranging illustrations of how to enhance your firm's image. The book serves as a useful checklist for the many ways that you can impact your brand.

HOWARD J. WOLFF
Most Senior Person
Full-Height Advice, Inc.

As a nationally recognized master of marketing A/E services, Park takes a fresh and fascinating look at the whole concept of branding. His book guides you to a highly effective approach to evaluate and implement a brand strategy. A must read!

PATRICK BELL
President
Patrick C. Bell & Company

Anyone who really wants to differentiate themselves in this competitive market environment needs to follow Park’s approach—to the letter. He articulates the importance of a brand better than anyone I know.

JOHN L. WHISLER, JR., PE
Vice President of Engineering and Construction
KS International

Park has done a great job of organizing all the basics about what a company’s brand is and how it specifically relates to the A/E/C industry. His book should be an essential read for anyone hoping to start their own practice or be an owner in a large firm.

J. PETER DEVEREAUX, FAIA
President and CMO
Harley Ellis Devereaux

Branding is how you present and reinforce your identity through consistent messaging of the image you have created. Park’s book provides excellent ideas and anecdotal support of these concepts.

RANDOLPH W. TUCKER, PE
Associate Principal, Fire Protection/Life Safety
CCRD

It takes a bold and wily veteran marketer to tackle the issue of brand in today’s complex market. Many ponder the ‘new normal’ and wail about commoditization. Park does not waste your time dwelling on the companioned misery so many enjoy. His book speaks to action and will lead you to masterful branding success.

SCOTT BRALEY, FAIA
President
Braley Consulting & Training

Considering the importance of getting your company’s brand recognized in today’s fast-paced, modern culture, Park’s book is designed for success. I thoroughly recommend it as an addition to your branding toolbox. Applying Park’s guidance will help your firm make the transition from ordinary to extraordinary.

ED KASPAREK
Senior Vice President

Director of Global Business Development
Thornton Tomasetti

 

Dispelling the myths of what branding isn't, Park provides a laser focus on what many have found to be an elusive and mysterious concept for professional service firms and gets to the heart of the matter of effective branding. Drawn on real-world experiences from his exemplary career and those of other marketing legends, the examples provided, advice cited, and recommendations made can make an immediate and lasting difference.

JUDY L. HRICAK, CPSM
Vice President & Chief Marketing Officer
Gannett Fleming

   

 

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