Whatchu Talkin’ About Willis?

Re-branding and corporate name changing initiatives are commonplace in the branding world. It’s only human nature that it takes time for a new name to catch on once we’ve gotten used to the old one. That’s why in June, it will take some time to get used to the new identity of the nation’s tallest skyscraper. The Sears Tower as we’ve known it since 1973 will officially be renamed the Willis Tower. The London-based insurance broker, Willis Group Holdings is consolidating its Chicago offices and will acquire the building’s naming rights. How will local Chicagoans embrace the new name? Being such an iconic and international landmark, I imagine it may take months, if not years for the new name to catch on.

By: Kelly Wilson