This book examines Canadian architects’ evolving relationship with marketing, tracing how regulatory restrictions, professional identity, and cultural values shaped attitudes toward promotion. Through analysis of The Canadian Architect magazine, key historical milestones, and firm case studies, it demonstrates that marketing is integral to practice, revealing its role in communicating value, shaping public perception, and redefining architectural identity.

Readers gain a broader perspective on how architects have historically navigated marketing and professional identity, and how these debates continue to influence contemporary practice. By situating current discourse within its historical context, the book explains why marketing has often been regarded as a “dirty” word in the architecture industry. Case studies highlight how firms have employed branding, storytelling, and public relations to articulate their value, while a multi method research approach connects past concerns with present challenges around self promotion.

By examining these issues through a Canadian lens, the book fills a critical gap in architectural history and professional knowledge, showing how marketing has shaped — and continues to shape — the value of architecture and the architect’s public image.