Books and Articles by Craig Park

Craig Park and Barbara Shuck — SMPS Fellows, past national presidents, and Weld Coxe Marketing Achievement Award recipients — share insights into professional service leadership and leadership development. They provide a framework tailored to the needs of firms and aspiring leaders, offering clear, real-world, contemporary examples that enhance awareness, acceptance, and actionability through three key pillars: Inspiration, Innovation, and Integrity. Focusing on branding in professional services, their insights are invaluable for those looking to implement effective marketing strategies for AEC, aiming to cultivate visionary leaders within professional service firms.

Explore why branding in professional services is one of the most misunderstood and often underutilized tools for building market share and increasing business. Learn how culture, collaboration, and communication create, develop, and sustain an enduring brand. Craig Park's book provides essential marketing strategies for AEC firms to establish your brand in the marketplace and build lasting awareness of the value your firm offers. The book includes interviews with nine contemporary CMOs discussing the cultural impact on brand identity, tools for building brand image, and methods for improving brand equity. Their insights from small, mid-size, and large A/E/C firms serve as guideposts for professional service leadership, helping marketers build brand equity and enhance their firms' brand image.

Aimed at the needs of leaders and aspiring leaders, Craig Park shares real-world, contemporary examples of building a professional service firm through strategic leadership, effective branding in professional services, marketing strategies for AEC, and client development collaboration. He emphasizes best-practice client support and value-creation as the foundation of an enduring practice. This book provides a framework for professional service firm growth based on Expertise, Excellence, and Experience, with insights drawn from Park's more than 40 years of success in professional services.