Nothing lasts forever, but the names of some of Chicago's most imposing skyscrapers have become somewhat ephemeral in recent years. The Sears Tower became the Willis Tower (to some, at least) back in 2009 and now the John Hancock Center will likely be getting a brand new moniker.
According to the Chicago Tribune, developer Hearn Co. has put the naming rights, office space and part of a parking garage at the John Hancock Center up for sale. The Tribune estimates that the deal could be worth more than $330 million, which means you probably can't afford to get it named after yourself. The deal does not include the 360 Chicago observation deck, residential areas or the restaurants within in the building, which all have separate owners.
Even if the John Hancock Center's name is changed, it will probably be years before the new name is accepted by longtime Chicagoans—most of us are still referring to defunct names like Sears Tower and Comiskey Park.