Talking about Willis Tower

13 Mar
Sears Tower. From flickr user Pat Hawks.

Sears Tower. From flickr user Pat Hawks.

By now you’ve probably heard that Chicago’s Sears Tower will be renamed the Willis Tower this summer.

And you’ve probably heard both the angry comments about changing the iconic building’s name and the bad jokes referring to Gary Coleman’s “Diff’rent Strokes” catchphrase (for example, see the title of this post!). 

One DePaul professor chalks up some of the outrage to a Midwestern desire for constancy. As quoted in the Chicago Tribune:

“It’s our strong Midwestern values,” said D. Joel Whalen, an assistant professor of marketing at DePaul University. “We know one of the hallmarks of quality is constancy, and change is not always good. We’re friendly to everyone but we don’t make friends quickly. It takes years to make a friend. You’re from out of town and we don’t know who you are.”

Tell us what you think of the name change. Will you call the Sears Tower the Willis Tower?

One Response to “Talking about Willis Tower”

  1. Adena March 13, 2009 at 7:47 pm #

    What?? That’s the first I heard of this — but then again, I live in SF now. That’s so weird and wrong.

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