If Katie Couric only knew about marketing the way she understands journalism, she never would have had the problems she is presently experiencing at CBS!

Katie Couric is great, but not as an anchor on the CBS evening news. This is what viewers have said  in their response to her new post at CBS and the  reason for this reaction is simple.  Few disliked the Today Show Katie Couric Brand, but many did not appreciate her when she tried to appeal to a different target audience—older, more male news watchers.

It’s a shame that she has not been successful in achieving the ratings that she deserves, but not surprising, when you consider her brand and target market. 

On the Today Show, Katie’s warmth, perkiness, friendliness and intelligence—(Her Brand) was consumed most positively  by her loyal viewers, (mostly females) every morning as they started their day.

The secret to success in whatever you pursue is knowing your brand and keeping in mind your target market. Katie’s brand, popular among women (25-49) should have targeted an audience with a show similar to the Today’s Show Brand that was accepted in the marketplace. A talk show targeted to her demographic; the CBS Morning Show or Good Morning America would have been better choices for the Couric factor!

If Katie would have had marketing in mind she would have realized that a brand is made up of two important components: the perception a brand has in the minds of the viewers —position; and the other—target market, those individuals who will watch/purchase your brand.  One must understand both to be successful when rolling out a brand into different media and markets.  It’s easy Katie when you have marketing in mind!