Some building exteriors are designed and constructed with a goal of making an authentic, artistic and architectural impression. For example, Longaberger, in Newark, Ohio, built its corporate headquarters to look like its product—a giant hand-woven basket. I'm not into baskets, but I know a building impression when I see one. This company, along with its team of designers and builders, capitalized on the power of building strong visual impressions to make its business more interesting. The extreme uniqueness of Longaberger's exterior provides a better experience of its name and brand.