
 |
|
Feb. 8, 2013
|
| |
Jewish World Review
March 20, 2009
/ 24 Adar 5769
Shakespeare was wrong
By
Greg Crosby
| 
|
|
|
|
http://www.JewishWorldReview.com |
"What's in a name? That which we call a rose
By any other name would smell as sweet." Juliet
That line is not true. It's Hogwash! And by the way, if we started calling hogwash perfume instead of hogwash, yes, it would still smell like hogwash. But WHY CHANGE THE NAME? Hogwash is the perfect moniker for hogwash - everyone knows what hogwash is, don't change the name, leave it alone. What's in a name? A lot, that's what's in a name. If we start changing all the names of everything soon no one will know what the hell anything is. Hmmm. Maybe that's the whole idea, eh?
Why do I bring this up? Well if you haven't heard, the tallest building in the United States is getting a name change. The Sears Tower in Chicago is turning into something called the Willis Tower. It seems a business deal was struck with the London-based Willis Group Holdings. Along with moving 500 employees into 140,000 square feet on multiple floors of the 110-story building this summer, the Willis Group gets the naming rights as part of its lease agreement with the real estate investment group that owns Sears Tower.
It is true that Sears has not owned the building for quite awhile. The building was opened in 1973 and Sears Roebuck and Co. was the first tenant and remained headquarted in the building for almost 20 years. Then in 1992 Sears moved their headquarters out of the skyscraper and now a real estate investment group which was formed in 2004 owns the landmark building. This is all interesting business history, but it doesn't change the fact that the entire world knows the skyscraper as "The Sears Tower." Why change the name? It's an ego trip for the new tenant, that's why.
Dennis Pacyga, a history professor at Columbia College in Chicago, said he sees the Sears Tower name change as Chicago growing to fit the new global economy. To quote the esteemed professor, "Chicago is shifting and changing and taking a bigger standing in the world economy. This would be part of that adjustment." Well to that I say once again, hogwash. That reasoning would be like saying, "Radio is no longer the premier medium of information and entertainment in today's world, the computer is. So by that logic we should change the name of Radio City Music Hall to Computer City Music Hall."
But the Sears Tower isn't the first time a name change has taken place to an established Chicago institution. In 2006, State Street's world renowned Marshall Field's department store became Macy's. Before that in 2003 the White Sox's Comiskey Park became U.S. Cellular Field. I'm waiting for the Loop to be changed to Sony Circle and the Chicago Art Institute to Microsoft Art Gallery. Don't laugh, it's not that far-fetched.
Of course Chicago isn't the only place where this name changing stupidity takes place, they tired to do it decades ago to Manhattan's 6th Avenue but the locals wouldn't go for it. They changed all the street signs to read Avenue of the Americas - the only problem was nobody ever called it that. Everybody calls the street 6th Avenue even though the signs still stubbornly proclaim it to be Avenue of the Americas to this day. Isn't that just like politicians? They just can't admit being wrong.
I'll never forget when Gulf +Western took over Paramount Studios years ago they couldn't wait to stick the Gulf + Western name on the famous mountain logo which began every Paramount movie. Coca-Cola did the same thing when they purchased Colombia Pictures. Every time I saw that I wanted to say, "Okay, you own Colombia Pictures, but sticking the name Coca-Cola on the logo gives this movie no added value at all - matter of fact it cheapens the picture." I guess the geniuses at Coke thought that if they put their name on the logo it would remind the audience to go out and buy Cokes at the snack bar.
A long established name has a meaning for people. It has a value. When you change the name of something it's like starting from scratch. Okay, let's change the name of Rolls Royce to Nestlé's Automobile Company. Let's change the name of the Hollywood Bowl to Mayor Anthony Villaragosa Amphitheatre. Change the Empire State Building to the Bloomberg Building.
What's in a name? How about a recognition factor? How about continuity and tradition? Those things may sound old-fashioned and peculiar to some, but to me they still count for a lot. A rose by any other name is stupid and pointless. Sorry Shakespeare.
Every weekday JewishWorldReview.com publishes what many in the media and Washington consider "must-reading". Sign up for the daily JWR update. It's free. Just click here.
JWR contributor Greg Crosby, former creative head for Walt Disney publications, has written thousands of comics, hundreds of children's books, dozens of essays, and a letter to his congressman. A freelance writer in Southern California, you may contact him by clicking here.
Greg Crosby Archives
© 2008, Greg Crosby
|
|

Arnold Ahlert
Mitch Albom
Jay Ambrose
Michael Barone
Barrywood
Lori Borgman
Stratfor Briefing
Mona Charen
Linda Chavez
Richard Z. Chesnoff
Ann Coulter
Greg Crosby
Alan Douglas
Larry Elder
Suzanne Fields
Christine Flowers
Frank J. Gaffney
Bernie Goldberg
Jonah Goldberg
Julia Gorin
Jonathan Gurwitz
Paul Greenberg
Argus Hamilton
Victor Davis Hanson
Betsy Hart
Ron Hart
Nat Hentoff
Marybeth Hicks
A. Barton Hinkle
Jeff Jacoby
Paul Johnson
Jack Kelly
Ch. Krauthammer
David Limbaugh
Kathryn Lopez
Rich Lowry
Michelle Malkin
Jackie Mason
Ann McFeatters
Dale McFeatters
Dana Milbank
Jeanne Moos
Dick Morris
Jim Mullen
Deroy Murdock
Judge A. Napolitano
Bill O'Reilly
Kathleen Parker
Star Parker
Dennis Prager
Wesley Pruden
Tom Purcell
Sharon Randall
Robert Robb
Cokie & Steve Roberts
Heather Robinson
Debra J. Saunders
Martin Schram
Culture Shlock
David Shribman
Roger Simon
Michael Smerconish
Thomas Sowell
Ben Stein
Mark Steyn
John Stossel
Cal Thomas
Dan Thomasson
Bob Tyrrell
Diana West
Dave Weinbaum
George Will
Walter Williams
Byron York
ZeitGeist
Mort Zuckerman

Robert Arial
Chuck Asay
Baloo
Lisa Benson
Chip Bok
Dry Bones
John Branch
John Cole
J. D. Crowe
Matt Davies
John Deering
Brian Duffy
Everything's Relative
Mallard Fillmore
Glenn Foden
Jake Fuller
Bob Gorrel
Walt Handelsman
Joe Heller
David Hitch
Jerry Holbert
David Horsey
Lee Judge
Steve Kelley
Jeff Koterba
Dick Locher
Chan Lowe
Jimmy Margulies
Jack Ohman
Michael Ramirez
Rob Rogers
Drew Sheneman
Kevin Siers
Jeff Stahler
Scott Stantis
Danna Summers
Gary Varvel
Kirk Walters
Dan Wasserman

Mr. Know-It-All
Ask Doctor K
Richard Lederer
Frugal Living
On Nutrition
Bookmark These
Bruce Williams
|