IMO they need to rebrand as just "Weather". It would sell the primary focus on weather, as well as open them up to making a new identity and brand focused on a symbol that would be tied to the weather channel. Something similar to the way the clouds and raindrops are on WUTV, but more professional, but friendly. The Weather Channel as a brand is tainted IMO. If they focus on weather, while still using "The Weather Channel", i don't think it'll make much of a difference.