It seems Chicago, home of Wrigley Field and the Sears Tower, has hired a marketing firm to explore the potential of offering naming rights to public property, programs, and other assets as a way of raising revenue. The city hopes to begin attracting corporate sponsors as soon as next spring. Any proposed sponsorship will have to be approved by an advisory committee made up of civic leaders, whose job it will be to ensure the integrity of the city's brand image.

Chicago isn't the only city to consider offering naming rights. New York has partnerships with Verizon Communications (NYSE: VZ), and Pepsico (NYSE: PEP), and the Las Vegas monorail is sponsored by Nextel (NYSE: S). Winnipeg, Calgary, and Toronto also have similar programs.

Chicago is no stranger to naming rights issues. The city has already attempted to sell naming rights to the Chicago Skyway, which links the city to the Indiana Tollway. Many White Sox fans decried the name change of New Comiskey Park to U.S. Cellular Field, and an attempt to sell the name of Solider Field ultimately went nowhere. Many Windy City shoppers still haven't forgiven Macy's Inc. (NYSE: M) for changing the name of State Street institution, Marshall Fields.

But Chicago hasn't yet found itself in the embarrassing situation that Houston did after the naming of Enron Field. I wonder if there was an advisory committee to protect the integrity of Houston's brand image?

I took the train from Central London to Gatwick Airport to catch my plane home to the U.S. I have done this over 200 times in the past 16 years and I can almost do the steps with my eyes closed. As I was leaving the train at Gatwick Airport to make my way to the warmth and gratitude of the Northwest Airlines ticket clerk, I saw an older guy waiting to board the train with what appeared to be a 5- or 6-year-old boy; I figured it was a grandchild.

I brushed past this gentleman, took three steps when I felt I had been hit by a bolt of lightening. That's Jimmy Page! It was Jimmy Page, founder and lead guitarist of what many feel was the finest rock band of all time -- Led Zeppelin. I looked back as he very gently lifted his grandson onto the train and took his seat. I figured, if not now, when?

I hopped back on and gently asked him "Are you Jimmy Page." He stood up and respectfully said yes while shaking my hand. I was speechless. Am I a 51-year-old groupie? The train had 15 minutes before leaving to go back to Central London. I asked Jimmy if I could chat with him for a few moments. He said, "Yes, of course, please sit down. I do not get the opportunity to chat with fans very often," probably thinking -- yeah, a fan this old!!

First question I asked was, "Why don't you guys reunite and tour. Put the great John Bonham's son Jason on the drums? " Jimmy said he would love to tour, but that lead singer Robert Plant was not interested at the moment. Ever the gentleman, Jimmy said, "You know, I am over 60 years of age, and the rest are approaching 60. We need to do this soon!"