7 Traps WWE’s Brand Extension Has Fallen Into (Again)
2. Some Superstars Are Exempt From The Rules
Before Survivor Series, an impassioned Undertaker stood before Team SmackDown and told them that he will always be on their side. Harking back to the previous point, this is exactly the kind of thing that's needed to help SmackDown appear equal to Raw; if a legend like 'Taker appears exclusively on the blue brand, it goes a long way with older fans.
Fast-forward to the January 9 episode of Raw, where a frightened Stephanie McMahon and Mick Foley looked on as 'The Deadman' showed up on their program. No explanation was given as to why someone who had claimed he belonged on SmackDown was free to appear on Raw.
This undermines the established rules of the brand split badly. If The Undertaker can just waltz around, hopping from show to show without any context, why can't everybody? A definite legend, 'Taker nonetheless shouldn't be exempt from the rules, because that makes them look weak.
Worse, there isn't even a story to back this up. Steve Austin's choice between Raw and SmackDown felt meaningful in 2002, whereas Undertaker's brand hopping doesn't make sense.