To better reflect the company’s global entertainment offerings, World Wrestling Entertainment unveiled a new business model for future growth, including formally rebranding itself, WWE. The WWE (formerly WWF) has been operating under the WWE title for sometime so I don’t really understand that part of the announcement, perhaps this signifies the legal transition from the old name to the new one. What do you think about this WWE fans, is this part of natural growth or is WWE getting away from what made it so great in the first place?
Two key components to WWE’s brand expansion will be the active pursuit to acquire entertainment content companies and the outsourcing of WWE’s core competencies – television and film production, live event production and licensing. This part of the announcement surprised me because you don’t usually outsource your core competencies and nobody puts on a show like the WWE. This may be part of a move to streamline operations and ultimately save money but I don’t think I like it much. As part of the new business model, the company will also focus on the development of new television products including scripted, non-scripted and animated programs, as well as the launch of a new WWE network in the next 12-18 months. The first new program of the brand expansion is Tough Enough, WWE’s non-scripted program that debuted on the USA Network on Monday.
This new rebranding initiative will be highlighted through a national consumer and business-to-business advertising campaign entitled “Bigger. Badder. Better.” The campaign kicked off at WrestleMania XXVII on Sunday and will be featured on cable TV, print and online. In addition to focusing on the expansion of the company, the company will bolster its core business with the launch a new talent development department headed by Paul “Triple H” Levesque (how many of you knew Triple H’s REAL name). The new department will put a greater emphasis on worldwide recruitment, training and character development to identify future WWE Superstars and Divas. The first recruit acquired under Levesque’s new department was the signing last month of future WWE Superstar, Sin Cara, formerly known worldwide as Mistico.