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This conversation explores the undervaluation and misunderstanding of communications and marketing roles within architectural firms. It discusses the different roles of marketing, communications, and business development, emphasising the need for clear definitions and responsibilities. Nic and Ben highlight the importance of long-term marketing strategies, the relationship between marketing and sales, and the necessity of dedicated roles for tender writing and marketing. They also address misconceptions about advertising in architecture and the need for architects to understand the value of marketing as an investment rather than an expense.