The Quick Talkdown 5.19.07: The Brand Split - All Good Things Must Come to an End
Posted by Phill Feltham on 05.19.2007
The biggest fan of the brand extension thinks it's time for the split to end.
By Phill Feltham
When the WWE split RAW and Smackdown, my first reaction was very positive. I was excited, especially during the inaugural draft. The marketing was perfect too since WWE was the only show in town, at the time! The wrestling fans had grown accustomed to many choices and the brand extension was a good way to keep the fans happy.
Branding is always good to make money. Think about Coke and Sprite. Two products, both sodas (or pop if you're living in Canada) owned by the same company: Coca Cola Ltd. Why are they successful? The two are night and day. I don't need to tell you which is which. Coca Cola has many different brands of cola, just like WWE has three brands of wrestling -- RAW, Smackdown! and ECW.
RAW's Coke has turned into a two-hour commercial advertising the McMahons and the big PPV main events. A big yawn. A one hour match between Shawn Michaels and John Cena? Give me a break.
Switch the channel to Smackdown, aka Sprite. There is a lot more wrestling and more international talents (William Regal, Chavo Guerrerro and Finlay). More of a classic feel, but still not transparent enough to be a Sprite. It's like drinking Coke out of a bottle with a Sprite label on it.
ECW is Cherry Coke, or worse yet, the New Coke. In 1985, Coca Cola tried to launch a new brand or taste for Coke to give it that 'younger generation' feel. But to Coca Cola's dismay--the New Coke was a dismal failure after three months. Coke came back as 'Coke Classic'. Coca Cola Classic was the number one soda by year's end.
Vince McMahon needs to learn from Coca Cola. The WWE needs to realize three things:
1.) RAW is the flagship show and that is where all the important stories need to come from. It's still like that, but Smackdown can be 'second' show supporting RAW
2.) ECW is nothing but a McMahon abortion mocking one of the greatest 'hardcore eras in this sport'. That money loser needs to die quickly
3.) Listen to your fans. They know what they're talking about. It's still McMahon's product, but I believe in the old customer service saying: "The Customer is always right."
Unfortunately, we don't live in an idealistic world. The WWE knows the brand extension has run its course, but like the New Generation era, the WWE refuses to let go of that dog bone. Want an example? The WWE now has all three brands on one show to bring up the PPV dollars. They wouldn't have done that if ending the brand extension wasn't on their minds.
The brand extension is hurting the WWE purse too. Six WWE talents have been released in the last couple of weeks. Rajah.com reports that it's Stephanie McMahon-Helmsley who is responsible for the recent firings. Cleaning house so to speak, but sometimes I wonder.
Let's not forget the constant crossovers. Each show doesn't have a deep enough roster of big names. Sure, the green talent is there, but who cares about them unless there's a big name to help them along.
Brand extensions don't work if wrestlers stay confined to one show. Edge just returned to Smackdown! Big deal. He's been there before. Let's not forget his confrontation with Batista. Wait a sec-- Batista was on RAW too--for a few years as a matter of fact. Matt Hardy is on both shows. Where's the night and day? Night and day gives us surprise and shock value. The WWE Vs. WCW in the '90s was night and day. Remember Nash and Hall showing up in WCW after leaving WWE? That was memorable, even eleven years later.
I bet you my loyal Quick Talkdown readers could think of a million ways of improving this sorry state of affairs. Then do it, reunite the brands or improve them with your storylines. Let your voice be heard. Send your ideas to metrodivisions@yahoo.com. I'll publish the best of the best.
The Quick Talkdown's RED LIGHT/ GREEN LIGHT
The Phill's Top 5 RED LIGHTS
5.) Teddy Long and Kristal -- Hand over the vomit bag.
4.) Shawn Michaels at Judgement Day -- Can someone please take him off TV please?
3.) Kurt Angle as champion -- TNA, what's wrong with you? Angle could care less if he stays or goes from TNA. Keep the belt on Christian: He knows what to do with it.
2.) Vicky Guerrero back on Smackdown -- Who let the dogs out?
1.) Mark Henry -- Sabu can be released and Mark Henry can be pushed? Now I know why irony is in the dictionary.
The Phill's Top 5 GREEN LIGHTS
5.) The Boogeyman and Kane together as a tag team. -- A perfect fit. Gross times ahead.
4.) Steiner Bros. Vs. Team 3-D -- Oh yeah! Two of wrestling's greatest tag teams together duking it out. Good job, TNA!
3.) Randy Orton mean streak -- It's about time Orton grew a sack and took out Shawn Michaels. Maybe that instinct will return to the 'Legend Killer'.
2.) Melina and Candice Michelle feud -- The winner of that match can have the Ladies title and me. I raise my glass to Melina.
1.) Edge as the World Champion -- Yeah, the man shouldn't have jobbed to Shawn Michaels, but he's going to have fun beating Batista at Judgement Day.
Phill Feltham is Senior Editor of the men's fitness magazine, Maximum Fitness and Publisher for the premiere travel website, The Weekly Wanderer Dot Com. If you want to yell at Phill, send your rants to metrodivisions@yahoo.com.
