Positioning for Architecture and Design Firms (ePub)

An essential guide for a firm of any size to effectively
position itself in the marketplace

For an architecture or design firm to survive and prosper in the
new economy, it needs to redefine and reinvigorate its position in
the marketplace. With dozens of how-to cases, examples, and
guidelines, Positioning for Architecture and Design Firms
provides the entire menu of tools, plus the inspiration needed, for
making the changes required to stay competitive in the design
world. Offering strategies for leveraging a firm's strongest assets
into the formulation of a successful long-term plan, this book
breaks with tradition to introduce the latest concepts specifically
developed for building future business opportunities in an unstable
economic landscape marked by shifts in competition, technology, and
client expectations.

With a wealth of information targeting the subject of
positioning, readers will learn:

* Why the aftershocks of the Great Recession are likely to linger,
and what you can do about it in relation to your firm's success

* How the coming generational shift will change the design
business

* What positioning is, and how it needs to be developed to support
and implement your strategic vision

* How your firm can establish a robust identity and operating
model

* The importance of your firm's essential purpose

* How to turn your marketing department into a true marketing
system, transforming it from production mode into an integrated
positioning machine

* Why it is important to engage in advanced research and open
innovation initiatives

Addressing issues of firm identity, including an understanding
of how to create the market positioning desired, Positioning for
Architecture and Design Firms shows how a design
firm--large or small, new or well established--can
position itself to gain greater control over its destiny, and reach
loftier levels of achievement.

* Learn about firm types, and match the right type to a firm's
goals

* Develop and maintain a firm's identity in the marketplace

* Discover how organizational design and marketing support a
chosen firm type