The British Met Office, for the first time, now name incoming storms.
When announced I was a sceptic.
They are not an institution I hold in particularly high regard.
Are our winters really that terror-strewn?
And would it make us a disrespectful laughing stock? Compared to the protocol of naming hurricanes, typhoons and cyclones that is both so well established and truly life threatening.
Then I saw the published list of imminent labels, as voted for by the public.
The British sense of humour shone through.
Abigail. That’s the first ever. A Big Gale.
I became less frigorific.
Then I noted the affect. After an initial hiccup by forecasters over whether Abigail was or was not knocking, she duly arrived. As you can see from my pic up top.
Just a few short days later, the season’s second storm blew through; Barney.
In both cases, you couldn’t escape hearing people talk about them. By name.
This did not appear a novelty.
Having such an identifiable label gave nasty weather warnings greater impact.
More people knew, looked out, discussed and spread the word.
A definite win.
And so it goes for your big sell.
For Storm [cute given name], read Project [punchy evocative label].
Coin the name, coin it in.