Is Sheamus the Biggest Casualty of the Effective End of the Brand Extension?

If there was anyone who has taken a real hit with the recent changes in the WWE and the elimination of brand extension, Sheamus may be the poster child.

I was not sure how his character would work when he made the change from heel to hero. More than anything, the loss of true brands within the WWE has taken its toll on the Irish champion. Maybe he does not get the recognition he deserves?

Remember, Sheamus’ change within the company was due in part to injuries suffered by other WWE superstars. If he is to continue as a world champion or someone who gets back into the WWE title picture at some point, then he will need to overcome the lack of opponents thrown his way or adapt more to the changes in creative and script writing.

Sheamus is not the only one affected by these changes. Randy Orton (upon his return), Wade Barrett (upon his return) and even Kane will or have felt these effects. And they will continue with other superstars who are getting a push within the company (Daniel Bryan, Christian) or those who have seen their value tumble in recent weeks and months (The Miz, Cody Rhodes).

Brand extension did what Vince McMahon hoped it would do—create two territories out of one. While the old NAW was a master at creating different territorial battles and had the world champion come to town after town to defend the belt, the WWE has had issues with creating real competition as of late.

Maybe this is part of the problem with ratings and fan acceptance. The fact that there is poor story writing on the creative teams on both sides of the branding has not helped the situation, either.

Sheamus, when given an opponent that works with him, can produce some great theater. Dolph Ziggler was ideal for him at No Way Out and could be someone who within the next few weeks takes the World Title from the “Big White.”

Personally, I loved Ziggler battling his teammate Jack Swagger Monday night. It showed that not only is Ziggler viable for a face turn, but he could be one to lead the company in the upcoming months.

I would go as far as to say that a CM Punk/Ziggler feud would be phenomenal. But Sheamus is the one focused on Ziggler now while it appears Punk still has his hands full with Daniel Bryan and Kane.

I do, also, like the use of Sheamus as a tag team partner from time to time with Punk against Bryan and Kane. It shows the creative team is playing its best hands right now and they work for the crowds and fans.

But that is not what we are talking about right now.

Wrestlers such as Sheamus, Punk (when he returned after Money in the Bank), Barrett and even Kane (when he came back re-masked) were brought to the WWE to change the course and direction of its fan base and the direction of its creative team. For everything brand extension did to create a true champion in each “territory,” it did not change the direction of what the fans wanted to see.

That was done after creative decisions by management were done with the idea that new rivalries, feuds and programs needed to add a spark to a slowly stagnant product.

And unfortunately, a wrestler as talented as Sheamus is feeling the effects of those changes.