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Silence Isn't Golden for the W***** Tower | CHICAGO CARLESS
There are bad branding strategies. There are Macy's-mothballs-Marshall-Field awful branding strategies. And then there's Willis Group's hubris- and hare-brained idea to rename the Sears Tower. What do you get when you glue a new name on an old icon whose existing monicker has worldwide recognition? Judging by local blog discussion, a good laugh--and lots of people who say they just won't bother to say the word W*****.