Fire branding

One of the elements of longevity for media coverage of the aftermath of a disaster is a good name. The twin towers attacks will always be synonymous with September 11. Or 9/11. The Boxing Day Tsunami had the fortune of hitting on a public holiday.

As I listened to the news on the Today Show before heading to work this morning I heard the Victorian Bushfires called the “Black Saturday Fires”.

Is that the best the media could do? Surely it wouldn’t have taken a marketing genius to call them the “Black Sabbath Fires”.

Who gets to choose these names anyway?

They should sell naming rights to the highest bidder. Insurance companies would love that.

That is all.