Marketing

02/15/08 Real Design Strategy Authenticity is is the new client sensibility in today’s “experience economy.” People no longer accept fake offerings from slickly marketed phonies; they want real offerings from genuinely transparent sources. B. Joseph Pine II and James H. Gilmore
06/07/07 The Ephemera of Brand Following several months of discussions, Foster and Partners has announced an ownership transition offering up a brand revolution of sorts. Lord Foster has agreed to sell a stake in his professional practice to 3i, a private equity firm that last year earned $1.6 billion. James P. Cramer
06/07/07 Retail’s Higher Calling In an economy controlled by the service sector, urban architecture is being influenced more heavily than ever by retail marketing. Arthur Gilmore and Greg Tribbe
06/07/07 Delivering Brands: A Promise Fulfilled Architects seem flummoxed about brands and branding. Perhaps that is why many firms appear to be so similar and also work far below their potential. But if the problem with brands were that simple, it would be easy to fix. Clark Kellogg
05/26/05 Why the Future Won’t Need Today’s Architects What’s next for successful architecture, engineering, and design practices? This is the question we will explore more deeply in the upcoming months in DesignIntelligence. We believe that firms will not only be faster and smarter but also wiser and more independent. James P. Cramer
06/15/04 High Profile Architecture Considering the Bottom Line For many architects, “business” is a necessary evil—the compromise and the obligatory price paid to function in a competitive environment. Architects with interest in business are seen as “office managers,” lacking in creativity. Ellen M. Taylor
05/15/03 Eight Steps to Better Communications Communicating clearly is one of the most powerful “design tools” available, and yet very few of us ever receive formal training in how to be good communicators. Scott Simpson, FAIA
10/15/02 Brand Building Crucial to Future Success The absence of brand focus always astonishes us considering that in most companies, “the brand” in the broadest of contexts should be the single most valuable organizational asset. Terry L. Johnson
06/15/02 A Visionary Agenda: 30 Trends Will Thin the Herd Despite the daily assault of traditional marketing tactics, we believe clients are actually persuaded most often by the power of word of mouth and by what they hear from trusted sources. James P. Cramer
05/01/02 Why Marketing People Fail Maximizing the return on one of your most valuable investments. Mary Breuer

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