Reputation Gurus

In September 2006, the iconic Chicago department store Marshall Field’s was renamed Macy’s—upsetting many Chicago residents and die-hard Field’s customers. The community rallied and someone even started the Fields Fans Chicago blog to keep the Marshall Fields name on Macy’s stores in Chicago. Many local long-time customers boycotted.  By December, the company reported sales had slowed.  Less than a year after the name change, Macy’s announced that it would no longer try to pacify customers still angry about the switch, and focus instead on wooing a new group of customers to bolster sales.  The latest financial results suggest that hasn’t worked out too well, either.

Despite the hard lessons learned from Marshall Field name change, Sam Zell, head of the cash-stretched Tribune Company that also owns the Chicago Cubs, is trying to rename another Chicago icon—Wrigley Field. Zell has offered to sell Wrigley Field naming rights for the right price. Fans were shocked and preservationists perturbed.

Wrigley is now listed as one of Illinois’ top endangered places. The Chicago Sun-Times held a video contest to allow fans to vent their dissatisfaction and many protested at Wrigley Field on Opening Day.

In both these cases, the names represent more than a baseball franchise or department store. For over 100 years, they represented memories, experiences, and dreams—and the two brands have inspired immense loyalty and endless hope through a depression, wars and even a terrorist attack.

GCI Group believes that Change Rules, but we also realize that change may not be the best course if it alienates customers or fans, and diminishes the equity of a brand or the consumer experience. So, what’s in a name? It depends…so take stock before you go a changin’!