CBS briefly switches to ‘fury’ branding for Florence

CBS News briefly added the word “fury” to its Florence coverage branding — a move that placed it similar to NBC’s naming.

When a hurricane isn’t a hurricane anymore: Changing Florence branding

The “Florence’s Fury” branding appeared at the top of the network’s Sunday morning public affairs show “Face the Nation,” when former host John Dickerson, substituting for current moderator Margaret Brennan, updated viewers on the storm.

Now that #HurricaneFlorence is, well, no longer a hurricane, @NBCNews has switched to "The Fury of Florence" branding for "#TodayShow' pic.twitter.com/VQY0rpVLIW

— NewscastStudio (@newscaststudio) September 15, 2018

On Saturday, Sept. 15, 2018, NBC News switched to using the banner “The Fury of Florence” after the storm was downgraded to a tropical storm. It has since been downgraded to a tropical depression.

On “CBS This Morning Saturday,” CBS used the name “Tracking Florence” — which, in turn, was similar to ABC’s branding “Tracking Florence: State of Emergency.”

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ABC switched to using “Crisis in the Carolinas” Sunday evening — a name that, while wonderfully alliterative, could quickly become outdated as the storm moves out of the region. 

By Monday morning, “Good Morning America” didn’t use the branding prominently but did make several references to the “Carolinas.”

“CBS This Morning,” meanwhile, switched to informally branding its coverage as “Florence’s Devastation” as of Monday morning.