Episode 148: Brand Strategy for AEC with Thomas Murphy

"In my view, frequency beats duration", says Ivan during our conversation about how digital marketing is changing the landscape of pre-positioning for that must-win pursuit and positioning overall for AEC firms. From defining and targeting your audience, to bringing in pieces of content your team already has on hand, Ivan understands that projects are awarded not just by cost but by the people doing the work and the proof of where you've done it before. This conversation is a great one if you want to understand where your firm can still find a competitive edge in a crowded market with very little attention-span and time to spare. Enjoy! About Ivan: Our guest today has spent over twenty years in rooms most strategists only dream of getting into. From São Paulo to Dublin, he's worked across more than 200 brands — Fortune 500 names like Bank of Ireland, L'Oréal, Red Bull, Aer Lingus, EY, Allianz and Volkswagen, right alongside founders who hadn't even picked a name yet. Today, as Strategy Director at Granite Digital, he works with senior leaders across Ireland, the UK, and the US — helping brands navigate category redefinitions, new market entries, and full-scale reinventions. Along the way, that work has picked up 29 awards — Spiders, Vegas, DMAs, Shortys in the US, and recognition from the Content Marketing Institute. Business Post even named him to a 30 Under 30 list somewhere in the middle of it all. To learn more about Ivan and his work, visit: Granite Digital: https://www.wearegranite.com/ Ivan's LinkedIn: https://www.linkedin.com/in/ivanadriel/

In this episode I'm joined by digital marketing consultant Daniela Furtado, founder of Findable Digital Marketing, to discuss how AEC firms can get discovered online. We cover the shift from traditional SEO to "GEO" (generative engine optimization) for AI tools like ChatGPT and Claude. We also chat about cross-border marketing strategy, budget prioritization, and go off a slight little tangent about MySpace's potential relaunch and whether AEC firms have any place on it. About Daniela Daniela Furtado — Digital marketing consultant, speaker, and writer specializing in architecture, engineering, and construction (AEC). Founder of Findable Digital Marketing, based in Toronto, Canada. Publishes a biweekly email newsletter on digital marketing for the AEC industry. Where to Find Daniela: Agency: Findable Digital Marketing (website and social channels) Newsletter: Biweekly, ~300 words, published every other Thursday LinkedIn: https://www.linkedin.com/in/daniela-pimentel-furtado/

In this episode Thomas and I clarify the differences between marketing and branding and talk about ways that AEC firms can use their brand and a brand strategy to differentiate themselves. We draw on best practices from B2C and B2B to brainstorm what a blue ocean strategy could look like for an AEC firm and what success looks like for a strong AEC brand. About Tom: Tom is a professor of practice, teaching Sustainability Marketing and Branding. He also advises global cities, institutions, and corporations on the development of strong brand strategies. LinkedIn: https://www.linkedin.com/in/tom-murphy-929b5730/

On this episode, Matt Singletary and I reflect on lessons from the field on leadership, team dynamics, and common misconceptions that apply surprisingly well to AEC. We talk about football, Matt's own journey to leadership, and the crossover between the NFL and AEC. About Matt: Matt Singletary is a keynote speaker, former professional athlete, and the founder of BECOME/ER — a leadership and identity platform built for people who feel like they've never been enough. After his playing career, Matt rebuilt his life at the intersection of athletic discipline, business strategy, and the deeper work of personal becoming. Today he speaks to military academies, Fortune 100 companies, universities, faith communities, and youth organizations on the principles that have shaped him: pressure doesn't reveal character — it creates it; you have always been enough; and the work always starts within. Certified by the Elite Speaking Academy under speaker coach Shon Y. Hart, Matt brings two decades of lived experience at the intersection of sport, leadership, and the work of becoming. *Links: * Website: https://mattsingletaryco.com/ LinkedIn: https://www.linkedin.com/in/matthewmsingletary/

On this very special episode, I get to interview my dad, Bill Cox about his career as a Land Surveyor. He's got some great stories about favorite projects and work he's done throughout his 40-year career. As a bonus, he also gives us a quick run-down of wine-making. If you want to learn more about Bill Cox and his work, you'll just have to re-listen to this episode because he's retired and probably hasn't logged on to his LinkedIn since he originally created it. :)

AI-generated content is flooding the internet, making it harder for audiences to distinguish real from fake (deepfakes, AI-written articles, synthetic video/audio). People were already becoming skeptical of what they read on Google, websites, and social media, and now AI-content has driven consumer trust in online content to historic lows. For marketers, this means driving online leads and standing out as credible is much more difficult. In this episode, Katie and I talk about ways brand journalism and human-centered storytelling can help cut through the "AI Slop" by using things AI can't develop - real interviews, quotes, stats, anecdotes, and case studies. We also talk about how to approach this journalistic style of content creation in a way that facilitates meaningful connection. *About Katie Wagner: * Katie Wagner spent 15 years as a television and radio journalist, working for news outlets all over the world, including ABC, CBS, Fox, CNN & National Public Radio. As a professional storyteller, Katie knows how to engage an audience and build credibility, and she believes those skills are just as valuable for business owners as they are for journalists. Today, Katie owns a full-service digital marketing agency made up of journalists like herself. The agency, KWSM, was founded in 2010, and specializes in lead generation, content creation, social media management, digital advertising, website design, and SEO. They work with clients like Mitsubishi, Anthem Blue Cross, F45 Fitness Studios, Rakuten, Caesar’s Entertainment, Lorna Jane Active Wear, and small to mid-sized companies across the country. KWSM has offices in Orange County, CA, San Diego, CA, Atlanta, GA and Las Vegas, NV. Katie also works as a consultant, helping businesses integrate digital marketing into their traditional marketing plans. She is a popular speaker, and regularly gives keynote presentations and leads workshops and breakout sessions for both corporate and small business audiences. Katie lives in San Diego, CA with her husband and their 6 rescue dogs. Links: Website: https://kwsmdigital.com/ LinkedIn: https://www.linkedin.com/in/katiewagnerkwsm/

Blair Huddy has been in B2B marketing and PR for over 15 years, and in this episode we chat about why press releases are having a quiet comeback thanks to AI, how LinkedIn actually works (it's closer to TikTok than you'd think), and what it takes to build an audience that genuinely wants to hear from you. Blair also shares how she approaches contrarian takes without burning professional bridges, what LinkedIn jail actually looks like, and why writing the way you talk is still the most underused strategy on the platform. Links Website: https://hudsondaviscommunications.com/ LinkedIn Profile: https://www.linkedin.com/in/blairhuddy/

Frank Lazaro joins the show to share his practical, ROI-driven approach to AI adoption. With 20+ years of leadership experience, Frank breaks down why marketers need to stop obsessing over creation and start thinking like their leaders — in hours, heads, and billable rates. He walks us through the "Finding 12 Minutes" concept, the evolution of how organizations are thinking about AI, and why the biggest barrier to adoption isn't the technology at all. About Frank: Frank Lazaro is a visionary strategist and persuasive executor. A best-selling author, inventor, and keynote speaker, he is recognized for his expertise in artificial intelligence and innovation. With more than 20 years of leadership experience, Frank advises organizations on adopting innovative strategies to accelerate growth and efficiency. He is the author of Finding 12 Minutes, Building an AI-Ready Organization, and other works, and is known for delivering practical, actionable insights to audiences worldwide. Where to see Frank: ACEC Alaska conference at the end of April 2026 AEC.ai conference 2026 SMPS Ampilfy conference 2026 AEC Elevate conference

In this episode, I chat with Patrick Black, the social media manager behind Baker's Construction Services in Bluff City, Tennessee. Patrick takes us through his journey from working in construction and sales to becoming the guy who grew Baker’s Facebook following from 600 to a jaw-dropping 72,000 and got their content in front of over 80 million people. We dig (pun intended) into Patrick’s creative approach to social media and online marketing—how he uses storytelling, stunning visuals, and a deep understanding of his audience to highlight the incredible work his team does. He also shares the unforgettable story of Hurricane Helene in 2024, when catastrophic flooding hit Northeast Tennessee. Patrick explains how his company was ready—not just to help with recovery efforts but to document and share the story of resilience and hope through social media. He also highlights how many companies in the construction industry either don’t have a social media presence or aren’t using it effectively. Social media has become a key way people research businesses, offering a chance to show what you do and build a connection with your audience. Gaining followers is more than just a number—it’s about creating a channel where people actively choose to stay informed about your work. Patrick drops a key takeaway: “If the world searched for you in a search bar tomorrow—whether it’s on social media, Google, or whatever—would you be happy with what they find? Is it accurate and up-to-date?” That readiness, combined with a consistent content strategy, made all the difference for Baker’s. From drone shots to time-lapse videos, Patrick shows how he turned a small-town construction company into a social media powerhouse. Whether you’re a marketer, a construction fan, or just love a good story about innovation and grit, this episode is packed with inspiration and practical tips. Ya dig? More about Patrick and Baker's Construction can be found here: website: https://www.bakersconstructionservices.com/ Patrick's LinkedIn: https://www.linkedin.com/in/patrick-black-211023b3/ BCS' Instagram: https://www.instagram.com/wedigbcs/

In this special crossover episode with Ayo Abbas from the Built Environment Marketing Show, we’re diving into the fascinating differences between AEC marketing in the US and UK. From the clichés that hold firms back to the bold moves marketers should embrace, this episode is packed with laughs and actionable advice. Plus, we play a few fun games to decode the quirks of the AEC industry and share some behind-the-scenes stories from our careers. This is Part 1 of the episode where I interview Ayo, and if you want to check out Part 2 where Ayo interviews me on her show, head to The Built Environment Marketing Show. Link to that episode is here: https://www.abbasmarketing.com/marketing-podcast/uk-us-aec-marketing-ai Ayo's Website: https://www.abbasmarketing.com