the architecture of image.

I am happy to announce that my new book, The Architecture of Image: Branding Your Professional Service is now available on Amazon, Barnes & Noble, and Bookwire. The book will also be available at the bookstore at SMPS’ Build Business Conference in Orlando, FL, July 31-August 2.

The premise: 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 book, I explore how culture, collaboration, and communication create, develop, and sustain an enduring brand. Beginning with a fundamental discovery process, building on collaborative values, and becoming finite, definable and reportable results, this book will help you establish a culture that values the power of your brand. Sharing insights, best practices, and examples from some of the leading brands and marketing thought leaders in the AEC industry, The Architecture of Image provides your firm with the understanding and tools to establish an enduring brand in the professional service marketplace.

I’ve been very pleased with the initial response to the publication, and am happy to share some of the first reviews:

“Park has captured for all of us in the AEC industry the essence of what it takes to be successful developers and marketers of our brand–a heretofore little understood concept in the industry. His book should be required reading for every client-facing member of our firms from new grad to CEO.”

JOE BROOKS
Director of Corporate Marketing
Burns & McDonnell

“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

“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 effectivebranding. 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

You can also order an autographed copy from my website, craigpark.com. I also provide a presentation on the subjects covered by the book, including profiles of some of the AEC industry’s leading brands. Contact me for more information.

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I have been active in the building industry for more than 35 years, holding leadership roles in design, project management, marketing, business development, strategic planning, and operations.