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
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.
LEVITT, ACHE, FSMPS, ASSOC. AIA
Senior Vice President & Director of Market Strategies
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.
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 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
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
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
—SCOTT BRALEY, FAIA
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.
Senior Vice President
Director of Global Business
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