Does brand congruency really matter?

Is a Kardashian baby news worthy of CNN? Apparently, yes. News of a Kardashian baby made CNN's web site today, along with a video clip of Tori Spelling talking about a naked tweet, a video titled 'Bin Laden buns' sell like hotcakes, and Donald Trump's daughter's proclamation that her father should be President.

When CNN began twenty or so years ago, it was a news organization. Now, it spends as much time devoted to celebrity topics as it does real actual news. Actually, CNN spends more time on celebrity than news.

Do you know how many of the 133 stories on CNN's home page are about Iraq today?

One. It was about a hotel chain buying hotels in Iraq. Not one mention of the war. More than 100 headlines and not one about the wars Americans are fighting in the Middle East.

Do you think CNN's in-congruence diminishes their brand? Can you take CNN seriously as a news organization when it spends more time on trashy reality stars than it does on American soldiers?

Yesterday, CNN ranked second to Fox News Channel for the day.

Lest you think FNC won the day because they are more news-centric, you should know their home page also includes Kardashian news among many other celeb stories.

I suspect we viewers/readers are just used to the mix now. News junkies have reduced their expectations of the news channels, while the channels are trying to appeal to non-news-junkies by dumbing down their topics. So, even though we are used to it, does it damage their brands?

Even more important to think about...when your company does something similar, is your brand damaged?

For example, as an entrepreneur with professional business clients, is your brand power diminished by MLM emails selling purses, jewelry, vitamins, travel, or furniture? Or, as an attorney, is your brand affected when you blog about getting out of a speeding ticket? Or, as a financial services executive, is your influence among employees impacted by padding your expenses?

If, like CNN or FNC, your brand is well known and rock solid, brand in-congruence might not matter. If you are like most entrepreneurs, attorneys, and executives, however, the inconsistency can do more damage that its worth.

What do you think: does brand congruency matter?