“_____ on Brand” is a series of short films created by VSA Partners to capture the current thinking behind leadership brands—specifically, their origins and intent, audiences and ingredients, and business or societal impact.
Now even blizzards have names. The Weather Company took the bold step of naming the weekend’s blizzard in the Northeast “Nemo,” hoping the brand would stick in mainstream coverage as well as across social media.
Governors Chris Christie and Andrew Cuomo mentioned Nemo, as did New York City Mayor Michael Bloomberg. Many publications adapted the term. Celebrities like Ellen DeGeneres and Jimmy Fallon tweeted about it. Many debated why the storm was named after a cartoon fish. (They clearly weren’t paying attention in high school when Jules Verne was taught.) This is all despite the fact that TWC has no real standing to name storms. An international committee of The World Meteorological Organization sets the names for Atlantic and central and eastern Pacific storms, using six lists in rotation. Private companies do not play a role in naming storms. Until now.