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REDEFINING CREATIVITY: Brand Architects, Innovators and Right Brainiacs

Published on .

Read more opinions from leading industry voices like Ulrich Becker, Jeremy Allaire, Kerri Martin, Benjamin Palmer and more here.

The true brand architects

By Matt Creamer

Frank Gehry (standing) and Peter Arnell have long professed that a marketer's building should also be its best billboard. Corporate America might finally be ready to listen. About a decade ago, Warner Bros. executives approached Frank Gehry about transforming the Times Square building famous for the ball that drops every New Year's into a flagship building for the entertainment company. Working under restrictions from both the media conglomerate and New York City, Mr. Gehry had to find a way to preserve a fa
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