WWE is trying to change its presentation of ECW after the recent fall in ratings. Kevin Dunn believes that the company has not made it clear enough that ECW is a WWE brand, so the terms ‘Vixens’ and ‘Extremists’ are going to be altered to the standard ‘Divas’ and ‘Superstars’. They may also remove the ECW logo from the screen and have a WWE one instead. The ‘Extreme Rules’ concept may be considerably downplayed too, with Vince McMahon and Triple H taking a negative view of matches, such as the recent RVD/Test bout, which rely heavily on the use of weapons rather than saving them for major moments towards the end. Vince has been telling people for weeks that they need to stop positioning ECW as a separate entity and more as a third brand.
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