Aside from David Letterman, most folks don’t like weather forecasters. Some say it’s because they’re the ones remembered for delivering bad news. But I think their brand suffers from the quality of information delivered.

Take this forecast for example. A recent eye-opening news article about Tropical Storm Gustav states: “Forecasters warned the storm may still become a dangerous hurricane in the Gulf of Mexico, with their models showing it most likely on track to hit anywhere from the Florida panhandle to Texas.”

So let me get this straight — a tropical storm in the Gulf of Mexico that’s heading north is “most likely” to hit anywhere between Texas and Florida? Boy, that sure narrows it down. Does someone really need a degree in meteorology to create this kind of forecast? Especially when you’re using models to help predict this.

Which makes me wonder, what kind of models were used to determine this? You think it might have been one of these models that helped develop this highly precise and ambitious weather prediction?

Karl Gromelski works as a copywriter in an industry that has the best brand image in the world… or at least one that’s better than his neighbor’s who’s a lawyer.

Article Tags: David Letterman | Gustav | models | weather forecaster
Filed under: Branding, Miscellaneous, Outlandish Statements