John Cena vs. Kevin Owens Feud Must Focus More on United States Championship

John Cena battling Kevin Owens is WWE's chance to create a spark around the United States Championship hunt.

Moving forward, that title should be the heart of the narrative. Fans have seen a glimpse of that in this latest stage of their feud, but the more WWE focuses on that aspect, the better. 

Cena's star power and the excitement about Owens' rise make for a potential title change that is brimming with power. Done right, Owens' dethroning Cena at Battleground 2015 can be one of the biggest moments of the year, a victory that changes the way fans view the U.S. title.

Up until Monday night, the story between these two men had largely been about other things.

It has been about Owens arriving and Cena showing that he's not ready to give up his spot yet. It's been about the two bruisers proving themselves and pushing each other. After Owens demanded that their rubber match be for the belt, the prize started moving into the foreground. 

Owens told Cena on Monday's Raw that he wanted to be U.S. champ and all he cared about was winning titles. Of the crown that Cena currently possesses, Owens said, "I want to make it a symbol of my excellence."

This is where WWE needs to keep its focus. This is what the feud needs plenty more of. 

Elsewhere during that segment, there was banter in French and talk about each man's relationship with fans. Sure, the storyline needs some depth, but the championship has to remain at the center.

It was barely mentioned during their first two clashes. It became a prop on Cena's shoulder rather than a trophy that Owens was hungry for.

That has to change now as they prepare for their first title match against each other.

This is WWE's opportunity to make the U.S. title feel like more than a midcard consolation prize. Owens' desire to become champ will be key to that. He has to talk more about what it would mean to join the list of men to hold that belt.

And he has to show that he's willing to go through hell to get it.

So far, his desire for the belt has been minimal. Even when he told Michael Cole in a recent interview that he wanted to go after the title, he did so with little energy.

Almost shrugging as he spoke, he told Cole, "I think I want to take his most prized possession and that's the United States Championship." Not "I have to have that title" or "that championship means so much to me," but "I think I want to take" it.

The amount of time allocated to discussing that part of the story was not nearly enough, either. In an interview that goes on for more than six minutes, it's not until the very end that the gold even comes up. Owens and Cole talk respect, the chip on the NXT titleholder's shoulder and Machine Gun Kelly.

At around the 5:45 mark, Cole finally asks him, "What does Kevin Owens want now?"

In future sit-downs, we need to see more of the airtime pie go to the U.S. title. The more prominent it is in the feud, the more significant the result at Battleground will be.

Show him obsessed with taking the title from Cena. Show the champ expressing pride about holding onto it. Just keep reminding us that this is the goal the protagonist and antagonist are both attempting to achieve.

The other key will be playing up the title's history.

WWE did that plenty this year for the Intercontinental Championship. Before WrestleMania, the company produced a highlight package saluting the title's most famous champions.

Taking that same route for the U.S. title is the way to go. It's been a long time since that championship meant a whole lot. Showing Harley Race, Sting, Ric Flair and Booker T holding up the belt, though, will start to get the memories flowing once again.

To inject prestige back into the United States Championship, fans need to see top-notch gladiators fight for it until they keel over. Owens and Cena are the ideal men for that role.

WWE just can't forget to keep the camera on the carrot dangling above them.