Chicago officially renamed the Sears Tower in 2009. Seventeen years later, locals still call it the Sears Tower, the company that bought the naming rights has come and gone from the building, and cab drivers correct tourists who say Willis. Linguists who study imposed renames have documented this pattern for a century. Names belong to the people who say them. The mechanism is coordination. A name's only job is to be recognized by the listener, so every speaker rationally uses whichever…