Interview with Mark Wagner - Episode 95
As Built
Mark Wagner, AIA, is a Principal at Davis Brody Bond, a Page/ Company. Based in New York City, Mark has deep experience in the design of cultural and public spaces. His portfolio includes the National September 11 Memorial Museum, the World Trade Center Archive, the National Park Service Ellis Island Emergency and Long-Term Museum Collections and Storage, and the Hall of Gems at the American Museum of Natural History. In this episode, Mark talks with Patience Jones about the roles that empathy and memory play in the design of public cultural spaces. They also discuss Davis Brody Bond’s own...
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Connecting Print with Digital - Episode 94
As Built
Thinking about print and digital as two separate media formats that never overlap can shortchange the impact of both. In this episode, we talk about the ways in which digital efforts can support print marketing - and vice versa. Whether it’s a QR code for an ad or changing up your website to mirror editorial coverage, we help you find ways to connect the dots for your audiences. Highlights What it takes for a prospect to mentally connect your firm with its print coverage How to be consistent across media without being dull Working within advertorial parameters The different ways in which...
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Tech Stack: Google Chrome Sell-Off - Episode 93
As Built
Google has been found in violation of U.S. anti-trust laws, and now it’s time for ... “the punishment.” We walk through what the case means, what the Department of Justice is proposing for a penalty, and whether firms need to start changing their digital strategies in anticipation of the outcome. Highlights The four prongs of the DOJ’s proposed punishment The timeline for the court’s decision and implementation Why the ultimate outcome shouldn’t drastically impact marketing The importance of creating a good user experience and search optimization regardless of platform Why a...
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What’s In a Name? - Episode 92
As Built
Considering a new firm name? Historically, whether to change – and what to change to – was impacted by a limited number of factors. Now that we live in a digital age, and as trends have shifted away from using principal names for the firm name, there are more things to consider: Is the name you want available as a domain name? How easy is it for people to spell and say the name? Does the proposed name make your firm more or less discoverable? In this episode, we outline modern criteria for architecture firm names and explain their importance. Highlights How a firm name can promote – or...
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Tech Stack: Marketing Calendar Tools - Episode 91
As Built
Marketing calendar tools: not super exciting, but super necessary. In the newest Tech Stack episode, we explain how these tools work, why you need them, and how to choose the best one for your firm. Highlights: What marketing calendar tools do Why your firm needs one How to identify your firm’s calendaring needs How to choose the best marketing calendar tool for your firm Episode Resources: Marketing calendar resources (These are not endorsements, just a few options to kick-start your research and evaluation process) Connect with Brian Jones and Patience Jones
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The Eternal Feedback Loop - Episode 90
As Built
Are all of your marketing efforts stuck in an eternal feedback loop? If you’re constantly revising based on new opinions and can’t get anything out the door, the answer is, “Yes.” Iterative processes have their place, but there comes a time when your marketing can’t do anything for you because nothing can get final approval. When your marketing flow starts to look like an M.C. Escher drawing, it’s time to break out of the eternal feedback loop. Highlights: Why the pursuit of elusive perfection is your enemy How knowing something can be changed can keep it from being finalized The...
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The RFP: Details are opportunities - Episode 89
As Built
Preparing RFP responses can feel like all you're doing is working off of someone else's checklist. In truth, RFP responses can be great opportunities for educating prospective clients about your firm's strengths. The key is to use details in every response to focus the readers on what's important. This turns RFPs into a marketing tool for the immediate project - as well as future projects from the same clients. Opportunities are in the details, and details create opportunities. Highlights: The importance of closing the loop for RFP reviewers Focusing on what makes your firm uniquely qualified...
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Single Static Image - Episode 88
As Built
Does your firm have that One Great Image that gets used everywhere? In this episode, we unpack the limitations of relying solely on static images in architectural marketing. Learn why embracing video, diverse visuals, and storytelling can set your firm apart. Highlights: How the way people consume information has changed The struggle for differentiation Why "perfection" is truly your enemy Where single images fall down The importance of telling the whole project story The need to prioritize image creation and collection Episode Resources: Connect with Brian Jones and Patience Jones ...
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Curiosity - Episode 87
As Built
All of the marketing skills in the world won’t matter much if you don’t have the most important ingredient: curiosity. Being interested in how people think, behave, and make decisions is what helps you identify how, when, and where you need to present information. In this episode, we discuss what it looks like to be curious in your marketing and how to cultivate curiosity. Highlights: What curiosity does for your marketing How to channel the curiosity already present in design work into marketing Cultivating curiosity as a firm differentiator How to go from not-at-all-curious to at least...
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Marketing Bias - Episode 86
As Built
Do you find yourself discounting ideas or data because you don't believe something works, it's not how you use the internet, or you've just never "liked" a particular thing? This is how bias works, and it can harm your marketing and your firm growth. In this episode, we discuss how to be aware of these biases and make more informed decisions. Highlights: Biases in data interpretation Clarifying the value of data points The importance of asking "so what"? Why it's important to identify goals before you identify tools Episode Resources: Connect with Brian Jones and Patience Jones
info_outlineDeceptive practices in architecture like greenwashing or care-washing where firms say one thing but do another can cause problems for a firms growth. Hosts Patience and Brian Jones explore its impact on growth, employee trust, and client relationships. In this episode, we discuss how to stay authentic and back up your statements with real actions. Plus, we explore how you can create genuine marketing messages that truly reflect your firm’s values.
Highlights:
- Explanation of green washing and care washing
- Importance of consistency between words and actions
- The danger of employees discovering inconsistencies
- Project owners’ expectations aligned with firm professed values
- Reflecting firm values accurately
- The importance of authenticity in firm statements
- Boilerplate language vs. uniqueness
- The risk of universal statements carrying unfulfilled promises
- Encouragement to differentiate with genuine, relatable examples
Episode Resources:
Connect with Brian Jones and Patience Jones