What do you mean it's called Willis?

Recently I posted about "What's in a Name?" In that blog post, I was more concerned about the business of corporate brand strategy. But today the question takes on a different perspective.

Why you ask? Well today's news is all about reaction to the renaming of Chicago's iconic Sears Tower. If you haven't heard, it will henceforth be known as "The Willis Tower," or as I heard one newscaster refer to it, "Big Willy."

Isn't it amazing how changing a name can cause such an uproar? One Chicago area resident is so upset with the change he has established a website, www.itsthesearstower.com.

Here's the full story from the AP news wire:

Willis Tower will be introduced to Chicago by Mayor Richard M. Daley and others on Thursday during a public renaming ceremony hosted by Willis Group Holdings. The London-based insurance brokerage secured the naming rights as part an agreement to lease 140,000 square feet of space, and has said it plans to bring hundreds of jobs to the city.

Okay, so here's a company that's paid for the right to name a building that has not been occupied by Sears since it vacated the space in 1992. At some point the new occupants believe people will come around to calling it by its new name. From a pure cost and yes, brand development perspective, you would hope that's the case. Based on today's buzz, I'm not so sure. Somewhere in the back of my mind I can hear Gary Coleman laughing as he says, "What you talkin 'bout, Willis?" I guess he might be one person who is inclined to roll with the new name. As for those in Chicago, the jury is still out.