A Tale of Two Brands
I absolutely knew Katie Couric would fail as anchor of CBS Evening News. Not because she is a woman. Not because she is incompetent. But because of two brands.
Here's what I mean.
Couric was (is?) an extremely popular television superstar. She was beloved by millions of viewers as co-host of the popular Today show. Ratings for NBC were great with her in front of the camera.
The Katie Couric brand is well-known to anyone who even casually watched her show. Perky. Smiley. Energetic. Funny. Likable. And yes, while she could get serious now and again for the occasional interview, the Katie Couric brand was really about bubbly effervescence. She was the likable neighbor next door. She excelled at the morning show format in a way few others have or perhaps will.
But the the CBS evening news is not a morning show.
Like the Katie Couric brand, the CBS News brand is equally well-known to anyone who has watched television. This is a proud, hard-core broadcast news network. Despite some well-publicized hits at the end of Dan Rather's reign, CBS has always been a true bastion of solid reporting and professional journalism.
But Katie Couric is not a journalist.
Quite simply, Katie Couric fans have no interest in seeing a serious and stiff Katie Couric every night. And CBS News fans want to see a crusty old journalist reading the news, not a celebrity.
Predictably, ratings for CBS Evening News with Katie Couric have been below awful.
Stretching and evolving a brand is one thing. Assuming anyone will care or follow along is entirely another. Step out of your brand at your own risk.
CBS executives should have know better.
