10 Mistakes WWE Is Repeating With The Current Brand Split
9. No Reason For Brand Loyalty
With the first iteration of a hard roster split, WWE tried to instil the concept of brand loyalty into their audience but the problem was they weren't committed to it. If WWE doesn't respect the two brands they've created as separate entities, why should the fans?
WWE would run shows like Bragging Rights and Survivor Series in which they truly expected fans to pick a side (cheering for either RAW or SmackDown), but aside from the occasional oversize trophy that carried no meaning beyond that evening's event, there was little reason for audiences to care or to get invested.
What made matters even worse is that all it took was for a WWE superstar to get involuntarily moved to the other show and suddenly, that character has lost all loyalty, concern and regard for their previous home, a show they supposedly helped build. Like "no trade clauses" for some of sports' bigger stars, shouldn't some of the talent have a say in where they go? And if not, shouldn't they be upset?
WWE appears to be on the same path today but until they decide to A) keep the brands separate without frequent inter-mingling of the talent and B) give fans a reason to not only support one brand, but to root against the other, the apathy involved with brand loyalty is likely to continue.