Re-branding In Chicago Is Causing A Stir

Re-branding In Chicago Is Causing A Stir

The Sears Tower’s naming rights, which have been expired since 2003, have recently been purchased by the London-based insurance broker Willis Group Holdings, Ltd- who plan on renaming the Sears Tower to “Willis Tower.”

Now Chicago is no stranger to re-branding coming about by changes of ownership. For example in 2005 Macy’s bought out Marshall Fields and finalized converting the stores by 2006. Chicagoans are proud of their city and what is found within its borders. When Macy’s officially moved into the Marshall Field building on State Street, home of the company for years, hundreds of protesters flocked to show their dismay that such a landmark was being re-branded. As of 2007 all of the former Marshall Field’s stores have lost 7-10% in profits with the State Street store losing even more. Now it’s happening again with our greatest landmark.

The Sears Tower was the largest building in the world when built in 1973 and continued to hold this record until either 1998 or 2004 depending how you keep count. It is still the tallest skyscraper in the United States, and the fourth-tallest freestanding structure in the World. While over the next decade it will continue to decline in the height categories it has been the view from anyone close to the city that you first saw on the way in. It is a focal point of the city and many people have special memories of it in their heart. One of my friends was proposed to by her husband there. The changing of just the name of such a central point in Chicago is not a form of branding that the city is approving of in the slightest.

An Idea Of Feeling From An Online Petition

A few days ago, shortly after the news- It’s The Sears Tower was created to bring an actual petition to the new owners to not change the name. As of just past 11:17 am this morning there are 13,000 signatures. In just a few days this many people have signed up online so you can imagine how everyone actually feels about this. So what will Willis Group Holdings, Ltd do? The Sears Tower isn’t the same form of market that Marshall Fields would fall into. They won’t be directly losing profit as Macy’s did and be able to claim naming rights over one of the largest buildings in the world. This is a brand change that is something that will causes unhappiness to those that live and work in the city yet at the same time help the company that owns it enough for them to ignore the these requests. By just having the largest skyscraper in the United States named after them as well as with the thought of the next Olympics in Chicago it is an advertising opportunity for the company that may have them ignore annoying the entire populace of the city.