Positioning for Architecture and Design Firms

An essential guide for a firm of any size to effectivelyposition itself in the marketplace For an architecture or design firm to survive and prosper in thenew economy, it needs to redefine and reinvigorate its position inthe marketplace. With dozens of how-to cases, examples, andguidelines, Positioning for Architecture and Design Firmsprovides the entire menu of tools, plus the inspiration needed, formaking the changes required to stay competitive in the designworld. Offering strategies for leveraging a firm's strongest assetsinto the formulation of a successful long-term plan, this bookbreaks with tradition to introduce the latest concepts specificallydeveloped for building future business opportunities in an unstableeconomic landscape marked by shifts in competition, technology, andclient expectations. With a wealth of information targeting the subject ofpositioning, 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 designbusiness * What positioning is, and how it needs to be developed to supportand implement your strategic vision * How your firm can establish a robust identity and operatingmodel * The importance of your firm's essential purpose * How to turn your marketing department into a true marketingsystem, transforming it from production mode into an integratedpositioning machine * Why it is important to engage in advanced research and openinnovation initiatives Addressing issues of firm identity, including an understandingof how to create the market positioning desired, Positioning forArchitecture and Design Firms shows how a designfirm--large or small, new or well established--canposition itself to gain greater control over its destiny, and reachloftier levels of achievement. * Learn about firm types, and match the right type to a firm'sgoals * Develop and maintain a firm's identity in the marketplace * Discover how organizational design and marketing support achosen firm type