what's in a name, really?

on thursday, the sears tower officially became "willis tower," named after an insurance company in london.

according to joseph plumeri, the ceo of willis, “All I know is that the day we announced that this building would be named Willis Tower, everybody in America knew who Willis was.” joseph isn't the first ceo who's wrong about a lot of things.

a quick survey here in chicago suggests that three in seven people knew the sears tower was changing names, and that one in seven knew who willis was.

more importantly, if we've learned anything from monica lewinsky, it's that name recognition isn't necessarily a good thing. other than that, excellent decision.

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