An Open Letter to WWE: How To 'Re-Brand' ECW

An Open Letter to Vince McMahon and World Wrestling Entertainment:

Dear Mr. McMahon,

I have recently heard rumors that World Wrestling Entertainment (WWE) and the SyFy network are discussing a re-branding of ECW.

While I know many rumors on the Internet are often based on little truth, I felt that I had to write something to you about this—not only because I am a concerned fan, but because I have actually been desperately seeking a format change to the show for the last two years.

Back in 2005, when WWE introduced the first ever ECW One Night Stand pay per view (PPV), I was truly excited about the show. In fact, I still count that PPV as one of the best PPVs of the last five years.

The wrestling was phenomenal, and the storylines, even without build-up given prior to the show, were intricately woven into the fast-paced action.

The promos by Paul Heyman and Rob Van Dam were heartfelt and genuine. Everything about that show was simply perfect.

A year later, the second One Night Stand PPV came along, and while it didn't meet the standard set a year earlier, it was still a very good PPV. Then suddenly the old ECW brand was re-introduced.

Without going into the history, it seems as if almost a year later, what was reintroduced as an edgy, youthful wrestling show turned into nothing more than WWE-lite—essentially a one hour version of the same kind of show we see every week on Raw and Smackdown.

Recently, the show has become nothing more than a stomping ground for new talent to be tested before entering the higher ranks, or being let go completely.

Sure, there are some veterans, but they're mainly used as fodder for the younger talent. Not that it's necessarily an issue, but it leads to the same storylines and matches week in and week out.

And if WWE actually wanted to use ECW as a sort of farm system, more developmental time should be given to wrestlers about the brand—the recent pattern has been either let them go quickly, such as 'Braden Walker' and a host of others, or quickly moving them over to other brands, like Shaemus and Evan Bourne.

So what am I suggesting to fix the rut that I perceive the ECW brand has been stuck in?

I am suggesting that WWE consider both what the brand has been in the past, and how it can be distinguished from other WWE programming in the future.

WWE already has five hours of first-run wrestling shows each week without ECW (Raw, Smackdown, Superstars), all of which are essentially scripted the same way. ECW needs to become something different—an alternative to WWE programming, not more of the same.

So, consider what the ECW brand means to people. Even though WWE has varied the brand considerably from Paul Heyman's original vision in the 90's, many people still consider the brand—the brand in a marketing sense, in terms of reputation, not what the term 'brand' would be considered on WWE TV—to have roots in a fast-paced, edgy style of wrestling.

While that reputation is certainly diminished, it is, at least in my mind, still there. And I see this as something in which WWE can capitalize.

I am not saying, oh ok, let's bring back the old ECW again; bring back Sabu and his tables, let's all chant Balls Mahoney's name, etc...For better or for worse, that concept is dead, and more importantly stale.

What I am saying is to bring a pure wrestling ethic back to television. Forget the drawn-out talking segments, and the comedy segments with Hornswoggle and Santino. No more sweepstakes and diva searches.

ECW can and should be a show focused on wrestling as a sport and an art form. Yes, storylines will always be a part of any wrestling show, as well they should be, but they should be interwoven with quality wrestling. Wrestling should not take a backseat to overused and repetitive mic-work.

I'm sure this concept is nothing new to your ears, as Internet fans have been complaining for a while now that they want more wrestling and less talk. But I am saying that ECW should be the place to provide that for the fans—an alternative to other WWE programming.

And the ECW brand is where such a concept can be tried and experimented with for a short-term. If it doesn't work, things can be changed relatively quickly, as opposed to a two hour show like Raw or Smackdown.

I would also like to provide, though, what I have conceptualized as a way to take the brand from where it is now to what I feel it should be. I'm talking about a specific storyline to change the brand.

I have no experience writing or booking a wrestling card, but this is how I've imagined the transformation occurring: Hornswoggle appears on ECW, coming out clean-shaven and in street clothes, walking as any normal person would to the ring; not jumping and hopping around as he would normally do.

He then asks for a microphone, and asks everyone to quiet down. He then goes into an explanation of why he's out there—

"First I would like to start off by saying, my name is not Hornswoggle or Little Bastard, its Dylan Post (or whatever normal sounding name he should be given). I'm not a leprechaun, and I'm not looking to protect any pots of gold or steal anyone's Lucky Charms. Hell, I'm not even Irish.

But for the last three years, I have been forced to be some stupid stereotypical cartoon character. And you know who did that to me? Vince McMahon. And I'm sick and tired of being his play-thing. You remember a few years back when it turned out that I was his son? And then a few weeks later, I was back to being Finlay's son?

Well it so happens, that resulted from a legal agreement I had with Mr. McMahon—in exchange for dropping any claim that I was his son, I would get a controlling interest in one of the WWE brands which could be exercised at any point in the future.

And you know, I've decided now is the time to exercise that right—I'm taking control of ECW! I'm sick and tired of being treated like some buffoon—I'm a wrestler, damn it, like everyone else in that locker room, and we came into this business to wrestle, not be Hollywood actors. From this day forward, ECW will become the premier place to see the best wrestling on television, bar-none."

He then calls out Tiffany..."Tiffany, get out here. Honey, I'm sorry to say, but as controlling owner of ECW, I'm officially firing you from your position. I'm going to be calling the shots around here from now on. Now go back to the dressing room, put some clothes on, and get out of the arena before I have you forcibly removed."

Tiffany walks dejectedly to the back..."And now on to the important business—along with my control over the brand, I'm also making roster changes. Everyone on my roster is going to have the ability to wrestle, and I'm not just talking throwing punches and doing a spinebuster or two like Dave Batista, I'm talking about wrestling a match that would be up to the quality standards of Bret Hart and Shawn Michaels.

And my athletes will be given the time to wrestle and perform for the fans—wrestling will be the focus of the show, not in the back seat. And with that statement, I'd like to introduce you to a few members of the WWE that deserve better—they deserve to showcase their talents, and now they are going to get the chance here on ECW.

First off, I would like to introduce a wrestler who has a storied family history of wrestling, and in fact his uncle, bless his soul, was recently inducted into the WWE Hall of Fame.

"But for the last year or so, he has been made a fool of in storylines concocted by Vince McMahon. Ladies and Gentlemen, I give you one of the best cruiserweight talents in the world today, Chavo Guerrero."

This is how I have envisioned taking ECW to a new level, reinterpreting the brand for a new generation, and providing an alternative to other WWE programming.

Along with Chavo, I would also love to see the Hart Dynasty, Low-Ki (Kaval), Paul Burchill, and Evan Bourne introduced to the crowd. And along with all of their introductions would be a video package of their wrestling before they came to WWE, showcasing the extent of their wrestling talent.

This is surely only one way to do things, but I see a brand conception like this as something which could go head-to-head with a concept like Mixed Martial Arts.

While wrestling never will be 'real', as it were, it is still a highly enjoyable athletic spectacle if the performers are given the proper time and freedom to showcase their talent.

TNA is slowly starting to realize that, but I would hope that you, Mr. McMahon, with many years of experience above and beyond that of the individuals running TNA, would see that this is the way to steer the ECW brand, if not the whole company.