Geneva-based Ago Cluytens, who occasionally contributes guest blog posts on GenevaLunch and who writes marketing blog brandingthroughpeople, picked up on something I sent him to write about the marketing woes the newly re-named Willis Building in Chicago in the US might face. I was intrigued by his point that the foes – Chicagoans have always loved a good fight (think boxing, Al Capone and anti-war protestors) – are using Facebook and Twitter to get the word out, but the Willis insurance group is not. Check back in five years and we’ll let you know if Big Willie is a household name in Chicago. Sounds like the same kind of Pickle a famous building in London found itself in, in 2004.

In fairness, here is a lengthy article from the Guardian in 2004, singing the praises of Norman Foster’s SwissRe landmark building in London.

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