191: ‘The Bastardization of Marketing in AEC’, with Kyle Morck
A conversation with Kyle Morck discussing the misuse of marketing in the AEC industry, this episode emphasizes the importance of personal branding, relationship building, and focusing on meaningful metrics over vanity metrics for effective growth and visibility.
Kyle Morck joins the podcast to talk about about the widespread misuse of marketing in the AEC industry. We unpack why firms rely on vanity metrics that don’t move the needle, how real marketing success comes from long-term relationship building, and why personal branding inside firms is just as critical as the firm’s brand itself. Whether you’re in a marketing role, a firm leader, or an individual looking to build visibility, this conversation offers practical insights for communicating with purpose and standing out in a noisy industry.
Watch this Episode on YouTube:
Episode links:
Some links on this page help fund our work, and we may earn a commission from purchases at no extra cost to you.
Connect with the Guest
Books and Philosophies
- Seth Godin’s We Are All Weird
- Amazon Link
- Explores how brands thrive by embracing niche audiences, a core concept in AEC firm differentiation.
- Seth Godin’s This is Marketing
- Amazon Link
- A roadmap for permission-based, audience-first marketing — deeply relevant for the architecture profession.
- Donald Miller’s Building a StoryBrand
- Amazon Link
- A powerful framework for simplifying your message and making your firm’s positioning resonate.
- David C. Baker’s The Business of Expertise
- Amazon Link
- Guides creative professionals in positioning themselves as trusted experts — ideal for AEC leaders.
AI Tools and Emerging Technologies
- LinkedIn Ads for Employee-Generated Content
- LinkedIn Thought Leader Ads
- A new way for firms to promote employee posts for better reach and personal connection.
- SparkToro: Audience Research Made Simple
- SparkToro Website
- Useful for identifying where niche AEC audiences spend time online and what they engage with.
Visualization & Design Tools
- Canva for Social and Proposal Graphics
- Canva Website
- Quick and easy graphics generation for AEC marketing teams with limited design resources.
- Notion for Content Planning
- Notion Website
- A flexible workspace ideal for organizing marketing strategies, social calendars, and brand content libraries.
Networks
- SMPS: Society for Marketing Professional Services
- SMPS Website
- A key network and training hub for AEC marketers and business development professionals.
Psychology and Personal Development
- Cal Newport’s So Good They Can’t Ignore You
- Amazon Link
- Offers advice on building career capital and the long game of standing out in your field.
- Adam Grant’s Give and Take
- Amazon Link
- Explores how building meaningful relationships and giving value often leads to success, resonating with Kyle’s relationship-first marketing approach.
About Kyle Morck:
Kyle Morck is the VP, Strategy at Reynolds+Myers, where he leads marketing strategy development for organizations in complex industries. From Fortune 500s to multinational conglomerates, his clients include Boise Cascade, Simplot, BASF, Idaho National Laboratory, and the American Wood Council.
Kyle specializes in helping small marketing teams clarify their role, focus their efforts, and communicate impact in environments where traditional marketing playbooks often fall short. Before joining Reynolds+Myers, he worked extensively in the nonprofit arts sector — co-founding LED, a nationally recognized performing arts company named one of Dance Magazine’s "25 to Watch". That dual background — creative leadership and structured execution — shapes his approach to strategy and education today.
