WWE have been trying for years to get Dean Ambrose to market himself like the star that most fans think he is but he won't do it so they can't push him.
If this is true, my theory holds that Dean Ambrose is refusing to utilize a catchphrase and is, thus, handicapping his earnings potential.
Creating the "Best in The World" catchphrase during the June 27th 2011 pipebomb promo kicked off a campaign where CM Punk would eventually overtake John Cena in merchandise sales. Albeit temporarily.
Every major star WWE pushes creates a catchphrase. It is not because they want to. It's simply how WWE markets its talent.
Charlotte, the best pick for the blue side in the shakeup, has been underutilised. She was briefly on Talking Smack but seemed uncomfortable with the format.
Charlotte is an institutionalized legend's kid. She is largely a WWE creation with no depth of character beyond the back story they've decided to give her. There's very little for us, as a viewing audience, to sink our teeth into.
If she had had experience working the indies or otherwise had to struggle her way to WWE, her passion would have been so much more evident to the average Joe or Jane.
Being unscripted is something Indy talent have a far bigger knack for. Asking the Miz to show up on "Talking Smack" is like inviting The Cookie Monster over for dinner and telling him the delicious plate of cookies sitting in front of him are for
after dinner, not during.
Yeah, Charlotte's too institutionalized for that.
