WWE's Branding Extends Beyond Programming As Talent Builds Mainstream Appeal

Despite having a large and loyal fan base, World Wrestling Entertainment has long been resigned to the fringes of the sports business world. The company's detractors often labeled it "fake," while supporters presented WWE as scripted programming featuring athleticism. However, during the last decade or so, WWE has gained increased mainstream credibility as a dominant entertainment property. That has allowed WWE to expand the brand's profile, as well as that of its stable of talent, dubbed Superstars. “Since the globalization of the product in the ‘80s, it has gone through a growth period. … Keep in mind we’re only 30 years old as an organization,” said WWE Superstar John Cena. “Turn the clock back to when the NFL was 30 years old and players had to work jobs in the offseason. Turn the clock back to when the NBA was only 30 years old and almost folded.” Cena remains perhaps the company's most recognizable star. He has had endorsement deals with Subway and Gillette, among others. Earlier this year, Cena fulfilled his 300th appearance with the Make-A-Wish Foundation, making him the most-requested personality associated with the organization in its history. He also has a large social media following as the third-most popular North American athlete in terms of Facebook followers, trailing only Basketball HOFer Michael Jordan and Lakers G Kobe Bryant.

In many ways, Cena is the embodiment of what the WWE has become -- a marketing machine with myriad products that appeal to a wide cross section of a global audience. WWE Exec VP/Talent & Live Events Paul Levesque, who also performs under the Superstar name Triple H, said that WWE Superstars are similar to Heat F LeBron James in that people are working to extend James’ brand to that of the NBA and his club. "In what we do, it’s just a little bit different because it seems outside the box,” said Levesque. “Our guys are playing characters on a television show, and then they are their own brand outside of it. Sometimes those brands are the same; sometimes those brands are very different. ... John is kind of different because what you see with John Cena on TV is really what you get with John the person, a lot of it. There’s not a massive disconnect between who he is and the character.” Sculpting that brand is often a 50-50 proposition. Levesque noted some of the WWE Superstars take a hands-off approach in the creative process and allow the company to dictate the character’s direction. Others, like Cena, are very involved in the process. Although Cena said that the key to crafting image is not wavering from your ideals, Levesque points to the star’s personality as the selling point. “John is just a magnetic guy that people are attracted to and want to watch in some way and that helps him.”...More?

source: sportsbusinessdaily.com