We viewers liked the Fat Star Jones brand. Then she tampered with that brand. The new branding just didn't work. And the rest is media history.
The Fat Star Jones brand was filled with all the appearance imperfections and issues that most of us have. And that was good. The glam Star Jones brand doesn't contain enough talent or charisma to hold onto our eyeballs. And, like most fat girls that get attractive, she seemed to turn inward.
There are big lessons in this for Katie Couric. To succeed in prime time news, she has to put together a new brand, a shift from perky to modified gravitas. The elephant in the room on this one is similar to the Jones saga: Does Couric have the talent and charisma to pull this off? Will her new branding lose eyeballs?