In this episode Thomas and I clarify the differences between marketing and branding and talk about ways that AEC firms can use their brand and a brand strategy to differentiate themselves. We draw on best practices from B2C and B2B to brainstorm what a blue ocean strategy could look like for an AEC firm and what success looks like for a strong AEC brand.

About Tom:

Tom is a professor of practice, teaching Sustainability Marketing and Branding. He also advises global cities, institutions, and corporations on the development of strong brand strategies.

LinkedIn: https://www.linkedin.com/in/tom-murphy-929b5730/