The 'Branding' of Winter Storms?

Saturday, December 29, 2012 by Kevin W. Reszel

In November of 2012, The Weather Channel, one of the most recognizable brands in broadcasting, decided they would begin 'naming' Winter Storms.  Their rationale ... "During the upcoming 2012-13 winter season The Weather Channel will name noteworthy winter storms. Our goal is to better communicate the threat and the timing of the significant impacts that accompany these events. The fact is, a storm with a name is easier to follow, which will mean fewer surprises and more preparation."  Good iDEA?  The Merriam-Webster Dictionary defines branding as; the promoting of a product or service by identifying it with a particular brand. Giving something a name or BRANDING Are there really that many storms for us to keep track of that we need a brand name?  

First off, TWC says they will name 'noteworthy winter storms' but it appears that every storm is getting a name.  In fact, TWC has already pre-loaded a list of winter storm names, ready for 'noteworthyness'!