While the building's new owner, Zeller Realty, isadamant that itwill not change the name of thebuilding, that apparently doesn'tpreclude them frominstalling all the signage, including a logo tobeerected on top of the tower, proclaiming WellsFargo as its majortenant. The bank is leasing morethan 55,000 sf of space at the470,000-sf tower, mostof it in retail space that is being convertedtooffice space.

Businesses find value in having buildings namedafter them, or atleast having their name up inletters on the tower tops, especiallyif your name isnew or new to the market, says GeorgeRosenbaum,chairman of Leo J. Shapiro & Co., aChicago-basedmarket research firm. "Getting your name out there ontop of a buildingprobably does a lot more than taking out an ad,"hesays. "Bricks and mortar are especially important toinstitutionsthat hold your money, they want toappear substantial."

Certainly that's one reason why an electric utilitypaid anestimated $80 million to plunk its new name on"Xcel Energy Center,"the new professional hockeyarena in Downtown St. Paul. Themarketers of space in the NCL tower are usingnaming rights as acarrot to attract a tenant to lease20,000 sf to 30,000 sf. Thebuilding recentlylost its namesake tenant when North Central Lifewassold. Its operations are in process of being movedout.