A well-defined, compelling brand image and solid marketing are instrumental to lasting company success. In architecture, an activity dealing in ideas rather than commodities, branding and marketing hardly feature in the business development strategies of most firms - a major, potentially costly oversight, especially in an appearance-driven marketplace. This situation partly stems from architectural culture, which is reluctant to engage with marketing culture, and whose ethical standards traditionally precluded active competition. The paper investigates the complex architecture/marketing relationship and some of the marketing options best suited to small architecture studios, as seen from the perspective of practicing Romanian architect.
