The Names They Are a-Changin': First the Wang, Now Downtown Crossing?

Boston cab drivers should start studying for a pop quiz because many local landmarks are in the midst of a rechristening. The Wang Center for the Performing Arts will soon have "Citibank" slapped on it. The Ritz-Carlton Boston will be the Taj Boston. And Downtown Crossing may be next.

The Boston Herald reports that the city has been presented with a proposal to rename Downtown Crossing following the closure of Filene's in the hopes of bringing in more business. George Regan, a PR exec with a City Hall background, told CBS4 that "'Downtown Crossing' reminds me of a junkyard." Well, "Downtown Crossing" would remind anyone of a junkyard if they had a shot at earning some cash from its renaming.

If an item's sales aren't quite as brisk as they used to be, then the first course of action is a full-on rebranding. But rebranding can make matters worse. Look at what happened to New Coke. Oh, and the most recent famous slogan to bite the dust - "Stay the course." Will rebranding solve Downtown Crossing's true problem, which is that it can't seem to attract stores?

At least the Wang Center for the Performing Arts is getting some money in return for hawking Citibank. Downtown Crossing should keep its name until someone gives the city council an incentive to change it.

Contribute your two cents in the Herald's online poll on what to call Downtown Crossing. Frankly, this Bostonist is disappointed that "Downtown Wang" wasn't an option.

Image of Downtown Crossing for Flickr user spi516.