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Branding Issues pt. 1: The Kurt Angle-TNA Paradox

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For wrestling fans old enough to remember the 1990s, the wrestling wars between the WWF and WCW were a dream come true. The WWE has churned out a mediocre, over-exposed, over-hyped product for a decade now. That said, it's still the best promotion running. This is a sad truth.

There are plenty of indie promotions for wrestling fans out there, but quite frankly, I'm just 1 of many typical fans: if it's not on TV I'm not paying attention. The only interest I have in indie wrestling is what I see on Botchamania. Currently there is only one other company on national TV: TNA.

Although TNA has made a few steps forward, they still take twice as many backwards in a circuitous attempt at establishing itself as a legit competitor to the WWE.

THE KURT ANGLE-TNA PARADOX

It's not fair to compare TNA to the WWE, because it is clearly evident that this is a home for WWE rejects, retreads, or will-never-bes, outside of a handful of home-grown TNA talent. Even the signing of RVD (whom I do not consider a retread or reject) by TNA failed to generate much interest for me. Despite the signing of RVD, the fact remains that the WWE's talent roster has always been far superior to TNA's. Why wouldn't it be? They pay the best.

Therein lies the paradox. Despite the less-than-stellar talent in TNA compared to the WWE, it is TNA that boasts the single top wrestling talent in the world: Kurt Angle (Top 2 when you count RVD).

Say what you want about Angle, there is no denying his ability. I can't think of a single wrestler ever he couldn't legitimately defeat. And by defeat I'm referring to a real wrestling match. Of course pro wrestling isn't about wins and losses, but this fact shouldn't be overlooked either. He's also no less than a 9 out of 10 when it comes to athletic ability, promo cutting and exuding personality. Particularly as a heal. This is where TNA has seriously dropped the ball.

We live in an era of hot-potato title reigns. This was something that the WWE never did, but ever since the post-Kliq political posturings by management behind the scenes, everybody seems to be assured of at least one run in the sun in WWE. This has been detrimental to the overall product - particularly when you consider they have not 1 but 2 world titles!

Though branding for the WWE is not really an issue, they've always been best at doing that anyway, for TNA we have a different situation entirely. For TNA branding is everything - at least, it should have been.

When TNA acquired Angle's services from the WWE in early 07 they had a golden opportunity.

What is important to understand with Angle's signing is that there was a massive talent gap in TNA - particularly in '07. TNA started out by doing the right thing. Kurt was crowned champion soon after his arrival. Where they've gone wrong is that since Kurt had been crowned champ, there have been 16 TNA Title changes. Kurt himself winning it 4 more times since May of 07. Those 16 title changes never should have happened. Since 07, and for as long as he is in TNA, Kurt Angle should have been and should be champion. One title reign. Not 5.

Not until TNA can legitimately boast someone else truly worthy of standing opposite Angle in ring can there be a considering of a title change. Let's be honest, there were only a few guys in the WWE that could fill that bill: Michaels, Undertaker, RVD are the three that come immediately to mind as performers in the ring that have the gravitas able to counter the raw ability of what Angle brings to the table. (There is also one other in this grouping who I shall get to in part 2). This should not be perceived as a knock against all of the other talents so much as it is a recognition of what an awesome talent Angle and the above mentioned wrestlers are. And though there have been some strides, there still remains the problem of a talent gap in TNA.

Talent gaps in professional wrestling are easily overcome. Look at ECW. That was a promotion with limited resources in the crossfire of the WWE-WCW war who revolutionized the industry. How? They did it by establishing and promoting a brand. What is TNA's brand? They don't have one. Not unless being the minors is something you want to promote.

The gambit Dixie played by bringing Hogan on and his merry band of WWE rejects from his Australia tour in 09 was an easy to predict failure. Not only has it failed, but it has done more harm than good for the talents already established in TNA and it's brand cultivation.

Having Angle as a perpetual reigning champ would have lent legitimacy and prestige to TNA while laying the foundation for a long term successful brand to emerge. While the WWE continues to play hot potato with their titles, TNA could have been gaining outside interest as being the company that has an unbeatable wrestling machine as their top dog. This would also take off some of the pressure on the younger guys trying to etch a name for themselves in the business. They'll know their jobs are to compete for the second tier titles (This is also why it is imperative to have a healthy tag team division in any promotion as it can help mask any perceived monotony of having one reigning champion).

There is an air of entitlement in the industry now. Even Mark Henry now becomes champion. I think here are more former world champions now than up and comers. This is not a good thing. It's dull. World title belts are not meant to be counted like world series of poker bracelets.

TNA had the chance to show everyone they have the best there is. The mid-carders would also have to understand, their talents are appreciated and needed - but this isn't about awards for time served anymore. This is the jungle, and when you're in the same promotion of Angle 99 times out of 100, you're going to be beneath him in the food chain.

Remember back to the early days of the renegade WWWF. Bruno Sammartino was crowned champion and held that title for the better part of a decade. In the meantime the WWWF laid the foundation as the world class top tier wrestling promotion in a sea of territorial promotions all aligned with the dark lords of the old NWA.

Bruno Sammartino was a bad mother f'er in his day, and his being the WWWF champion over the years as the NWA title flipped every year or so helped create a healthy wrestling environment, where everyone knew that they had the role and could all compete to be the next contender. I'll repeat: contender. Not champion (Ken Kennedy? really?).

I understand that Angle has had some run ins with the law as well. These are irrelevant. Nobody claims that he is a boy scout. With TNA being less a puppet of corporate interests as the WWE has aborted itself into, these legal issues shouldn't be as big a deal. Being promoted as a heal, this would only lend more credibility and mystique to his persona. The WWE saved itself from the abyss simulating countless arrests of Steve Austin after all.

I also understand that Kurt is very respectful of other talents he shares a locker room with. He himself is a product of the post-Kliq ways of handling the spotlight in the WWE. So Kurt is the last person who'd want to hog the spotlight and roll over other talents. But it shouldn't take a genius to know that for TNA to establish itself as a success Kurt would have to be that person and do just that. Again, more paradoxes and riddles wrapped in enigmas, or however that goes.

It wouldn't make any difference that Kurt had already made his name in the WWE beforehand either. His one epic reign in TNA would have overshadowed anything he ever did in the WWE (Think of Reggie Jackson going from the A's to the Yankees. He won 3 rings on the A's, but everyone remembers him as a Yankee. So yes, a 10 year reign would be the equivalent of 3 home runs in a World Series. I said it.).

The indisputable fact remains that Angle should have been TNA's Sammartino - planting a seed for a rival promotion to the WWE to truly develop at a grass roots level. Bringing in past greats like Hogan and Flair - which I am never opposed to doing. Showcasing old-timers in regular segments can work - only then to let them run the show making it all about them hurts the product, hurts the legacies of the wrestlers and talents involved - including RVD and Angle - and has been a major de-evolutionary step for TNA.

This error and opt for a quick solution, rather than building a legit brand to rival the monolithic WWE should come as no surprise. Being a company founded, and partially run by, Jeff Jarrett of the Jarrett promoting family, this should have been expected. Jeff has always been an underachiever inside of the ring, and any Jarrett promotion always seem destined to fail. Still, the Hogan failure lands in the lap of Dixie.

As a fan of pro wrestling desperately hoping to see a rival promotion take off and do battle with the WWE, I am put off.

The WWE has been so watered down and uninteresting for so long, meaning there isn't even any kind of simultaneous mass exodus (like Hall and Nash jumped to WCW or Benoit, Guerrero and company jumped to the WWF) over to TNA that would really matter. If Cena and Orton announced they were headed to TNA tomorrow I'd only yawn. They'd just have their promos interrupted so Hogan can bask in the rub their arrival would bring. Even if Hogan did depart - which I believe he will do sooner rather than later - there is still no direction left for TNA to go in of any substance.

TNA remains the equivalent of a pro wrestling pit stop.

Despite all this, there is still one slim hope left. As I write this entry on 9/25/11 Angle is currently the champion. There should be no changes in this current state of affairs - unless TNA can bring in the one talent out there who would be of immense interest to the entire pro wrestling world.

Due to character limits, you'll have to see who that is in part 2.

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Updated 09-26-2011 at 03:31 PM by Wombat Attack

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  1. steveorton's Avatar
    Nice blog. I can't help but wonder if your scenario really happened what would Tna's position be at present. Imo it is too late to rebuild the company around Angle because of his age, when he was now signed hell yeah.

    The only talent who Tna could bring in now who might shift some of the power to them is CM Punk but because he's signed a contract with WWE he's out of the picture. So the guy you must be talking about must be the best in the world at what he does Chris Jericho. You would want Tna to put the title on him and keep it on him until they establish themselves better. But I can't see this happening if Bischoff is in Tna and more importantly because Y2J bleeds WWE.

    Great work mate can't wait for part 2
  2. kiltbill's Avatar
    I broadly agree with you on thisWombat. They had a chance of making Angle the perfect foil to prove the quality of there talent against. And they did show some signs of this, for example when Wolfe arrived, he was shown as a legitimat opposition to the great Kurt Angle. And that made the show interesting; would a relatively unknown 'rooky' be able to beat Angle without gimmicks, coallitions or interference.

    But I don't think that "unless TNA can bring in the one talent out there who would be of immense interest to the entire pro wrestling world all is lost.
    As you said, they need to build there brand. And if they continue to bring in established talent to headline their shows, then they will never establish there own wrestlers, nor repay the fans for there support. Styles and Roode are established within TNA as two of the current 'top of the tree' stars who could take a feud with Angle and make it apealing. If Roode wins, and given that he has never been sold as a superman, it makes each of the following title defenses unpredictable and interesting.
    But, knowing TNA, they will take this great opportunity and Russo Rangle it into a storyline where Roode was banging Karen while Jarret and Angle were beating each other snotless.

    As for RVD, he's fine in the ring but his presence, I feel, is not desperatly needed. Bully Ray has impressed me much more as an ex WWE star, and has the legitimate presence to be a main stay heel for TNA to feed there guys off of.

    So, TNA is showing some good signs of improvment out front, but needs to get that stroline filter back into Russo's brain if they are to really go forward.
  3. Wombat Attack's Avatar
    @steveorton

    CM Punk is a breath of fresh air. The more I see of CM Punk the more I have some hope left for the WWE to come back to being a decent product again. I love the program he just worked with one of my all time favs from back in the day Kevin Nash. With his rise the past few months I think he would be someone that would cause a slight ripple in the industry. I don't think it would help TNA though. It would help CM Punk though.

    Chris Jericho isn't who I had in mind either. I am a Jericho fan as well, as he's another guy who injects some personality into a wrestling program - but in terms of branding he's too entrenched as a WWE guy and for the sake of branding is not the kind of talent appropriate for TNA (in terms of branding that is, I'm sure the board and network would love to have him, as they should he'd be good for 1/10th of a rating boost for the first month at least I'm sure).
    Updated 09-26-2011 at 04:07 PM by Wombat Attack
  4. Wombat Attack's Avatar
    @kiltbill

    I agree, as much as I love RVD - he's just not needed on TNA. He doesn't seem to fit in. And this isn't his fault, it's just the haphazard way a TNA show is produced. Van Dam is a 1 in a million talent who wasn't even used right in the WWE, watching TNA botch having him is just painful. I almost felt sick to my stomach seeing the greatest pro wrestler ever, in Hulk Hogan, desperately trying to get a rub off of RVD during the in-ring promos - let alone seeing them use RVD to build up guys like Anderson and Styles and who not.

    It's almost like RVD is a manificent bird whose feathers are simply not meant to be caged by the inept directionless promotions. I'd prefer to see him go back into retirement and do more stand up, do more RVD TV and get weed legalized. RVD is bigger than wrestling at this point. I sound so gay for RVD right now. I sincerely apologize.

    Trying to believe a guy like Jeff Jarrett could stand toe-to-toe with Kurt Angle is like trying to crap on my head and tell me its snowing.

    As for AJ Styles and Rood, I have to say that in terms of AJ - I'm just not sold. He's basically a homegrown TNA guy, and that's good for what it's worth - but he's a guy who wouldn't amount to anything in WWE - so it's almost detracts his interest seeing him in TNA. Rood, However, is another situation. That's a guy who I expect will be in the WWE working some programs in the next year or two, either with Beer Money or solo. Rood is a guy who can definitely be a good foil to Angle compared to what's out there now and would be a big loss for TNA.
  5. kiltbill's Avatar
    Mentioning Jarrett brings up one of the major problems with the TNA brand. They have too many names that are synonymous with WCW, and to a lesser extent, WWE.

    Steiner, Sting, Hogan, Bischov, Jarrett, Flair. Turn on your TV and see your favourite WCW stars like you’ve never seen them before; old, worn out and tired.

    TNA shouldn’t be looking for an overnight turnaround. They do need a long term plan, and until they make themselves unique from ALL other promotions, they will always be seen as the resting home of WWE & WCW rejects.
  6. wrestlingfan66513's Avatar
    What is important to understand with Angle's signing is that there was a massive talent gap in TNA - particularly in '07. TNA started out by doing the right thing. Kurt was crowned champion soon after his arrival. Where they've gone wrong is that since Kurt had been crowned champ, there have been 16 TNA Title changes. Kurt himself winning it 4 more times since May of 07. Those 16 title changes never should have happened. Since 07, and for as long as he is in TNA, Kurt Angle should have been and should be champion. One title reign. Not 5.

    This is unfair. It was a 4 year period so of course you will have this many changes. WWE had more changes in the last 4 years also. No one is doing year long title reigns anymore, its a few months and then change. Today's fans would get bored of it probably.
  7. Sahu's Avatar
    I was disappointed the wat they hav used Kurt!! The entry was so good n Samoa Joe was looking menacing then, n they halted Joe with Kurt..It was a perfect scenario...but, just after that they hav turned the tables n made Kurt a heel?? Come ON!!!

    Kurt's championship also I believe came a bit sooner than it should have been...thye might have allowed him to compete with upper mid-carders to strengthen them n go on taking teh World championship...n then further strengthening TNA...by then, we mt have had a gr8 Upper mid card division n Kurt in main event...but, TNA failed in doing so...

    Second tme they dropped ball when, Kurt's climb to #1 position came..they mt have used him perfectly to develop a gud upper midcard division n then also they dropped it!!

    Its right that RVD way toomuch for TNA to handle...can anyone compete with RVD n provide a gr8 match?? I don think so...apart from Kurt no one can give hima atleast a fight may be samoa joe...but, they always under use Joe..I donno for what reasons!!!

    In past 4 yrs the best promo I had seen in TNA was Xtian's segment with Rhino..Xtian emotionally asking Rhino to hit him with Chair and when Rhino falls of emotional trauma..Xtian takes the chair n hits Rhino..that is perhaps the best skit I had seen from TNA...

    But, what they did?? They made Xtian an assshole again losing to Rhino..they had a gr8 chance in making Xtian their top guy..n he can technically give gud fi8s to likes of Kurt n RVD...n he can cover up teh intensity/technical gap b/n hi n them with his cunning n surprising villainy..

    But, they dropped their ball there too!!

    Now, they shud bring Roode up and fi8 with Kurt for atleast 2months n shud make him a champion...as winning against Kurt so soon will be unbelievable..n they shud see clean endings happen there...

    I still believe they shud groom Joe..Joe can be an ultiate asset more than AJ!!!
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