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Five years ago, WWE brought back the brand split and divided the roster across RAW and SmackDown. While an initial success, the product has not quite been the most consistent over the past couple of years.
Usually, only one of the two brands prospers at any one time. If RAW is doing well, its blue counterpart struggles. Similarly, when SmackDown soars, WWE's Monday night staple bores. But how does the company solve this problem?
This year's WWE Draft is scheduled for a week after SummerSlam, but how much will it help? Maybe, just maybe, WWE needs to do away with the brand extension entirely.
A few arguments suggest that WWE may be better off with a singular product across the main roster. But the brand split does still have its merits. It is likely to continue for the foreseeable future, but should it?
We will take a look at a few arguments for and against WWE ending the brand split, along with a deep look into these aspects of the separation of RAW and SmackDown.
#2 Should: WWE barely maintains exclusivity between RAW and SmackDown anymore
One of the biggest selling points of the brand extension is WWE maintaining the discipline of keeping the RAW and SmackDown rosters separate. This allows both brands to carve their own identities, with its Superstars remaining exclusive to whichever one they are on.
However, WWE has been guilty of breaking this multiple times in the past. This problem threatened the entire existence of the brand split in 2019, with Vince McMahon introducing the Wildcard Rule. As a result, Superstars travelled across both shows, severely diluting the product.
RAW and SmackDown were both a mess and lacked effective storytelling for a few frustrating months between WrestleMania 35 and SummerSlam. WWE did think better of it in time for the move to FOX in October, but it has still faltered in this aspect through the Brand-to-Brand Invitational.
It is a cheap escape route from the creativity that blessed WWE during the early stages of the brand split in 2016. King Corbin's involvement in the Bobby Lashley-Drew McIntyre feud is a recent example, as were Nia Jax and Shayna Baszler appearing on SmackDown after losing the WWE Women's Tag Team Championships.
We haven't even mentioned the confusion of Survivor Series season when Superstars on both shows fight for "brand supremacy." Perhaps WWE would do better without these so-called shackles.
#3 Shouldn't: Many WWE stars got opportunities that wouldn't have been possible without the Brand Split
A lot of WWE's biggest stars today may not have gotten the opportunities they've had without the brand split. The 2016 separation forced the company's hand creatively, which led to several stars being made.
AJ Styles and Bray Wyatt may not have become WWE Champions without SmackDown Live being the 'Land of Opportunity.' Beyond them, we also saw the rise of Becky Lynch in 2018. She stepped up on the blue brand during a time when the dominant Ronda Rousey ruled RAW.
In fact, it was through brand warfare that The Man became a megastar opposite Rousey. Meanwhile, Kofi Kingston would not have received a WWE Championship shot had there only been one world title. These happy accidents were made possible by the main roster being split across two shows.
Even today, there are more opportunities as a result of the brand split. If it ends, a lot of potential stars would fall through the cracks. The likes of Bobby Lashley, Rhea Ripley and Cesaro are the latest beneficiaries. It usually gives the product more balance, something WWE could use more of right now.
#1 Should: The recent WWE releases have left both rosters short
While WWE's roster is filled with exciting talents who are waiting to break out on RAW and SmackDown, the depth isn't quite there anymore. The top of the card is great on both shows, which is properly showcased on monthly pay-per-views. However, it is the undercard that is suffering at the moment.
Many notable names have been released by WWE in the past couple of months, leaving gaps on both shows. The women's division has suffered in particular recently, with a lack of purpose beyond the title scenes on RAW and SmackDown.
The blue brand has just seven active women at the moment, while WWE's female tag team division does not have more than two teams beyond the Champions, Natalya and Tamina. The company can solve this by calling up a bunch of names from NXT, but it will likely end in the same way.
Vince McMahon is interested in a Superstar, tries to find a place for them on RAW or SmackDown, then quickly loses interest. He needs to get to the root of the problem and fix the creative process behind the product. Simply managing one roster might be a better option, especially if WWE is planning more cuts.
#2 Shouldn't: WWE's biggest stars would get overexposed from appearing on both RAW and SmackDown
If WWE cancels the brand split, it would be easier to group and classify the roster. But as a result, the same Superstars would be featured, while others would be left in the back. This problem was already evident during the Wildcard Rule in 2019 before the WWE Draft in October rescued a bunch of Superstars.
As mentioned earlier, opportunities would be limited. The same goes for spots on the show. With the biggest stars taking up TV time on Monday and Friday, WWE would risk overexposing them. The company is walking a tightrope with Drew McIntyre at the moment, who only appears on RAW.
The Scottish Warrior's extended presence in the WWE Championship scene has already affected some of the goodwill he garnered over the past year and a half. If he appears on SmackDown as well, the fans will likely turn on him.
A part of the reason behind the success of the storyline between Roman Reigns and The Usos is the fact that we only see them once a week. The developments get time to breathe instead of constantly being shoved in the fans' faces.
Had he been appearing on both RAW and SmackDown, Reigns' current run would have likely gotten stale a few months ago. The brand split gives these Superstars a safety blanket from being overexposed, while forcing WWE to utilize different talents.
#1 Shouldn't: WWE can create two fantastic products if done correctly
The frustrating part about the brand split not being a universal success right now is that WWE is fully capable of creating two unmissable products at the same time. The talent is there, as is the drive.
Perhaps the return of live fans will give RAW and SmackDown the boosts they need, with the Draft resulting in a new age for WWE. The company has historically proven that both brands can be great at the same time. From the 2016 Draft until WrestleMania 33, WWE was creatively firing on all cylinders.
SmackDown was excellent during that time, with several stories up and down the card grabbing the fans' attention. AJ Styles, The Miz and Alexa Bliss, among others, became top stars within WWE. RAW also did well, to an extent, with standout stories featuring the likes of Braun Strowman, Kevin Owens and Chris Jericho.
SmackDown has been well-booked in patches, with the show hitting similar heights in 2018 and 2019. RAW, on the other hand, got even better after Paul Heyman took over. His vision was built on building new stars, which was sadly compromised due to the COVID-19 pandemic.
WWE has to give enough care and attention to similar star-building and storytelling ideas for the brand split to remain a successful venture. There wouldn't be a better way to celebrate the return to relative normalcy than by booking two consistent and compelling weekly TV shows.
SmackDown is close to that level right now, but RAW isn't. Hopefully, the next few months prove why the brand split is a great idea. WWE could improve the product in several different ways, but that is a different article altogether.
Do you think WWE should cancel the brand split? Let us know by sounding off in the comments below.
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