Ed Sherman, at Crain's Chicago Business, talks about the rebranding of the 300 level of the United Center. Now called the Madhouse on Madison, there will be new amenities and services.

Speaking as a Wolves fan, I've always wondered why the Wolves don't brand certain sections. I loved the old days when fans in the 200 level said they were in the attic. But all this activity came from the fans, not the club. Why haven't the Wolves, the team that bills itself for the fans, helped the fans assume identities in their sections?