Maybe it would help native and newcomer Chicagoans get along better if we had a civic creed to help us tell real Chicagoans from mere Midwestern posers. If you had to raise your right hand and swear your loyalty to Chicago in order to be considered a Chicagoan, what would your oath be?
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*****.