The Art of Alignment: Branding in Decentralized AEC Firms

Episode notes

When AEC firms grant decentralized offices free rein to create their own messaging, the results can be damaging: wasted resources, confused clients, weakened competitive positioning and marketing teams that unknowingly sabotage each other's work. Yet many firms continue operating this way, treating brand fragmentation as an inevitable cost of doing business across multiple markets. In this episode of "Spill the Ink," Michelle Calcote King sits down with Amy Zelenka, Director of Marketing at Affiliated Engineers, Inc. (AEI) to explore what happens when AEC firms allow their decentralized structure to fragment their brand identity across offices, markets and practice areas. According to Amy, the solution isn't centralized control, but rather strategic alignment that preserves regional flexibility while ensuring consistent messaging. Here's a glimpse of what you'll learn Who Amy Zelenka is and her journey from Fortune 100 companies to AEC marketing. About Affiliated Engineers and how the 900-person MEP firm tackles complex building challenges. Why decentralization can create bigger brand challenges for AEC firms than for other industries.

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