Marketing Architecture in Canada: Exploring the Architecture Profession's Understanding and Use of Marketing: 1955 - 1985 to Present

Abstract

Marketing, which includes the process of communicating and delivering value to its target audience, has struggled to find its footing within the architecture profession. Researchers have suggested that architects believe it is unprofessional to be associated with business and marketing. The term 'marketing' has often been used pejoratively in the books, professional journals, and documents written for and by architects. Professional architectural associations and advocacy organizations have perpetuated an urgency to properly communicate the value of architecture and the architect's role. However, the ethical guidelines have made promoting architecture and architects' roles challenging to implement. The shifting rules imposed by associations regarding marketing have contributed to the profession's persistent disassociation with marketing. This dissertation looks at the historical conversations regarding marketing within the context of contemporary questions raised through the 'project of architecture' - POP // CAN // CRIT 2017: Marketing and Promotion of Architecture in Canada, which took place on October 27, 2017, in Toronto, Canada. This national symposium brought together professionals in the architecture industry to discuss the role of marketing within the Canadian architecture industry. It sought to open the conversation on marketing for the profession and serves as a resource for the dissertation research. Building on this event, this dissertation analyses professional journals, resources, and documents written for and by architects between 1955 - 1985 to see how the profession's relationship with business and marketing has evolved. Emphasis is placed on The Canadian Architect magazine. This publication has served as a critical voice for the profession in Canada since its establishment in 1955. The research explores moments in architectural history that may have contributed to the profession's ongoing struggle with marketing. Finally, using two case studies, this dissertation looks at how architecture firms have historically used marketing in their practice and communicated their firm value to clients and the public.