A Cincinnati Enquirer story on the Federated rebranding of their department stores indicates that the attempt is, indeed, to provide a single homogenized shopping experience for their customers. The Bon executive who is leaving Seattle to oversee the new campaign told the Enquirer, "We haven't in the past spoken with one voice,'' [Peter] Sachse said. "It's something that we'll definitely take on and get all five operating companies now moving in one direction in the branding of this wonderful asset that we have called Macy's.''

There is no indication that they have any plan to get rid of that awkward possesive on the name. Indeed, an already rebranded store -- Rich's - Macy's -- in Atlanta keeps both possesives.