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The Zweig Letter

The voice of reason for the AEC industry

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branding

  • Dedicated marketing staff

    by The Zweig Letter February 28, 2021
    February 28, 2021

    By Anne Melia & Nicolle Scheller | This addition allows technical staff to focus on their core functions and allows for a marketing process that is more collaborative, streamlined, and consistent.

  • Authentic: Jeff Schumaker

    by The Zweig Letter February 14, 2021
    February 14, 2021

    By Liisa Andreassen | President of Fishbeck (Grand Rapids, MI), a firm of engineers, scientists, architects, and constructors in the business of problem solving, inspiring results, and bringing ideas to life.

  • Undeniable truths

    by The Zweig Letter December 30, 2019
    December 30, 2019

    “There is no question that after working as long as I have in the A/E industry with so many firms throughout the land, certain common undeniable truths present themselves.”

  • Valuable values

    by The Zweig Letter August 19, 2019
    August 19, 2019

    Branding and growing a diverse firm while staying true to your roots is possible, but you have to know why you’re in business.

  • Branding mistakes AEC firms make every day

    by The Zweig Letter March 4, 2019
    March 4, 2019

    “When it comes to branding for an AEC firm, I wouldn’t look to other AEC firms. Frankly, we make a lot of branding mistakes in this business.”

  • Simple and strong

    by The Zweig Letter July 16, 2018
    July 16, 2018

    By Jamie Claire Kiser | A meandering mission statement won’t inspire your team. If you want your employees to rally around your brand, give them something they can believe in.

  • A champagne toast

    by The Zweig Letter January 16, 2017
    January 16, 2017

    Recognizing hard work and celebrating a job well done is common practice at HED. Whether it’s a thank you note or another form of congratulations, success is celebrated. As a…

  • A Boston rebrand

    by The Zweig Letter November 7, 2016
    November 7, 2016

    Beantown’s tarnished redevelopment agency comes up with a new name, a new logo, and a new mission, but locals aren’t convinced it’ll do any good. By Richard Massey Managing Editor…

  • Content is king

    by The Zweig Letter October 24, 2016
    October 24, 2016

    If you want to drive traffic to your website and your brand, it helps – a lot – to be an expert in your given field. It’s true. The origin…

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About The Zweig Letter

The Zweig Letter is a truly unique management newsletter. Each week, The Zweig Letter keeps A/E and environmental services firm leaders informed, inspired, entertained, and challenged. Every 12-page issue of The Zweig Letter leads off with a hard-hitting editorial from management guru, Mark Zweig. Mark is radical, sensible, and thought-provoking with a dose of humor, to boot. A/E and environmental services firms are not like other businesses, so The Zweig Letter only reports on management ideas that are proven to work in firms like yours.

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