From WWE's Annual Report:
The New WWE
Looking ahead, we believe we can perform better by reshaping our mission to cultivate a broader range of opportunities. This means investing in the development of our talent, producing new program content, and leveraging our strengths to offer new products and services. The launch of a WWE network is an example of one transformative change in our sights. Further exemplifying this paradigm shift, we are changing our branding from World Wrestling Entertainment to “WWE,” moving beyond our wrestling heritage. We believe “The New WWE” will ultimately generate meaningful earnings growth and support greater returns to you, our shareholders.
March 28, 2011
The New WWE - Moving Beyond Their Wrestling Heritage
Oderint Dum Metuant: Let Them Hate As Long As They Fear
2 comments:
John
said...
What a terrible mistake to be "moving beyond our wrestling heritage"... Vince McMahon should read the books of marketing expert Al Ries such as Positioning and The 22 Immutable Laws of Branding.
The fact is, the WWE owns the word "wrestling" in people's minds. It's their monopoly. It's their bread and butter.
People will never view the WWE as anything else but professional wrestling. Hopefully they will NOT sabotage their own company by trying to move "beyond" that.
Kaliqo~
said...
I think if they are just shortening the name and want to be referred to as WWE instead of World Wrestling Entertainment it will be ok. I don't like the idea of trying to move away from wrestling. I see no reason why they can't continue to do what they are doing, i.e. wrestling, movies,etc.
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