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Eric Bischoff Explains How To Make the Brand Split Matter

Posted By Caroline Walsh on 08/07/17


Eric Bischoff discussed WWE’s brand split on the latest version of his Bischoff on Wrestling podcast. Bischoff says that to make the brand split matter, being on a particular brand needs to matter.

“They tried the brand split once before and it didn’t really work,” he said. “In my opinion some of those same reasons for why it didn’t work the first time are applicable now. One, it takes time and it takes creative discipline. By creative discipline I mean you have to come up with those ideas that replicate or give the audience the sense that it really matters. If Eric Bischoff is a wrestler and he’s on RAW it should really matter that he is on RAW. Eric Bischoff should fight for the opportunity to be on that show. It should be the most important thing to a wrestler to be on RAW. Conversely for Smackdown you have to do the same.”

He continued, “You have to sit down with you team and try to think about all of the different things you can do to create stakes, build story and give the audience the sense that it really matters to the talent which brand they are apart of. So that when something happens that you need to create and there is a talent actually jumping from one organization to the other, it should matter. It really should matter. It should not be a matter of, “Oh, ok, I am going to watch him on Monday and maybe Tuesday.” “Oh, he’s wrestling in front of red ring ropes and now he’s wrestling in front of blue ring ropes.'”

“That’s about the extent of it right now and that’s where I think the answer lies,” Bischoff concluded. “It’s not something you can achieve in six months or a year. It’s long term creative discipline.”