Sears by any other name not as sweet, says Chicago

CHICAGO: It took two years to erect what was once the tallest building in the world. It may take a bit longer for the public to take to its new name.

The 36-year-old Sears Tower yesterday became the Willis Tower, named after the world's third-largest insurance broker, Willis Group Holdings Ltd.

Public relations experts, academics and local historians said it could take decades for the new name of the 110-story skyscraper to take its place in the public consciousness.