As a marketing professional who was new to the field of marketing an architecture firm, I purchased this book hoping to get some practical ideas about marketing. If I was looking for ideas to brand the firm that I was working for this would have been the perfect book as it's full of graphics and ideas for marketing collateral. However, there isn't much meat to the book at all. If you are looking for information on creating a marketing plan, or you think that you'll find new and different ways to market your firm, this probably isn't the book that you want. In that case, you'd be far better of with something like "Architects Essential Guide to Marketing."