Brand me without using my branding

I had an interesting challenge from a client today.

"Brand my building without using my branding."

Got me thinking about the power of architecture. Easy to achieve this objective if you are building from scratch. Look at the Googleplex. Or the Nike campus. These buildings live and breathe what these brands are all about.

But how do you take a nondescript anywhere anyplace building and brand it without using a trademark?

Which got me thinking about the power of brands.

A trademark is nothing more than a trademark.

A brand however is a whole lot more than a trademark which is, after all, nothing more than a signature.

Whilst this got me thinking about the power of brands, it did not get me to the solution.

That will come.

Thanks for this crazy brief George.

You've got me thinking.