As well presented that the Aces & Eights storyline and faction were in TNA, one aspect that could have been improved on was strengthening the brand. For example, the Aces & Eights would have notably benefited from having their own website, as the nWo did, to further establish their brand and extend their storyline. Such a platform could have provided a space for "manifestos", cryptic messages, recruitment videos, and behind-the-scenes content (in character), adding more realism to the faction. Furthermore, it could have promoted a community of ride-or-die-ers (like how the nWo had nwo-ites) through forums, Q&As, online interactions with the Aces & Eights (in character), and contests & giveaways (perhaps for signed merchandise or even "honorary membership" in the faction, which would have incentivized participation and built a sense of belonging), reinforcing fan engagement and transforming casual viewers into invested fans who would have been excited to be part of the Aces & Eights' world. Merchandise sales through the site would have further solidified their brand and generated revenue. The website could also have served as a central hub for all Aces & Eights information, including a timeline of key moments in the Aces & Eights storyline (presented from their perspective), member bios, news, match results, and videos of televised segments featuring the Aces and Eights.
A well-executed website that was promoted heavily on social media would have been a valuable asset in elevating the Aces & Eights brand. Fans who were on the fence between supporting the faction and thinking that they were a fad would have identified with the Aces & Eights better if they were visiting the faction's website regularly which was extending the storyline beyond television.
It's also worth noting that Aces & Eights having a high level of focus on the X-Division, World Tag Team, and Knockouts World Championships could have remarkably strengthened their presence in TNA. Targeting all divisions would have fully established them as a dominating force, intent on controlling the entire company, raising the stakes of their actions.
Additionally, feuding with established stars in these divisions would have provided exposure and the opportunity for those wrestlers to elevate their own status. This would have been a form of marketing, both for the faction itself and for TNA as a whole. And TNA/Aces & Eights were not lacking the talent to take on these roles- Kenny King would have been a good recruitment choice to pursue the X-Division Championship, and the faction had a young & improving team in Wes Brisco & Garrett Bischoff going after the World Tag Team Championship, although there was not a strong program around their pursuit. Brooke did pursue the Knockouts World Championship, but only as a part of, "#1 Contendership" and "Three Way" matches, as opposed to a program. Brooke winning the Knockouts World Championship and then engaging in a series of singles matches with ODB would have been something fresh for fans, as the only time that Brooke and ODB have ever had singles matches with each other was at TNA house shows in 2011. A televised series of matches between the two women would have helped elevate the division.
In late 2013, TNA underwent restructuring, which included changes in TNA's creative team. As a result, the decision was made to wrap up the Aces & Eights storyline. Bully Ray lost the TNA World Heavyweight Championship in October, and in November, he lost a match that had the stipulation that if he lost, the Aces & Eights would have to disband. TNA wanted to go in a new creative direction, however, had the Aces & Eights brand been stronger, perhaps the company would have been willing to continue the storyline. Remember, no one had any idea that the nWo would become as popular as it did. Excellent creativity gave the nWo appeal, but strong branding kept the appeal lasting- even today, wrestling fans wear nWo merchandise. How the Aces and Eights was branded made the difference between whether the storyline lasted the one year plus that it did, and the three years plus that the nWo storyline lasted. The nWo's enduring legacy is a testament to the power of strong branding. Had Aces & Eights focused on building a stronger brand, they could have achieved similar longevity.
The Aces & Eights storyline had significant potential for long-term development. Had it continued beyond a year, the Aces & Eights could have dominated TNA completely, controlling multiple championships, key positions, and even the company's direction in a "takeover" angle, while they run the show and dictate who gets opportunities, increasing the faction's heat. This power dynamic could have created storylines with other wrestlers fighting for their place, challenging the faction's authority, and creating genuine underdog stories. Internal conflict, betrayals, and power struggles within the Aces & Eights would have added layers of drama and plotting. Could Bully Ray maintain control, or would a new leader emerge, shifting the faction's direction and creating new rivalries? This internal tension would have kept fans guessing and invested in the group's changes. Also, the "mystery" element that launched the storyline could have been utilized again, with there being a hint that there was an authority within the Aces of Eights above President Bully Ray, or that there were more complex motives behind the faction's motives than previously believed. This constant evolution would have motivated fan speculation and made fans become more engaged for the long-term.
Aces & Eights is potential proof that having a strong marketing strategy and creating a strong brand identity are not only a necessity for a promotion, but for wrestlers and factions as well. The initial mystery and intrigue, the reveals, and the dominant presence of the group were all promising elements. However, TNA's unwillingness to continue the storyline longer than it could have is a reminder that a powerful marketing plan and sturdy brand identification is what leads to taking someone/something to another level and experiencing things such as a stronger presence, drawing good crowds, and having successful sales. In poker, aces & eights is a strong hand that helps you win a jackpot if it's played right. The same can be said for the Aces & Eights period in TNA. The faction had all the ingredients for a wrestling jackpot: intrigue, shock value, and a dominant presence. However, opportunities that were not taken in branding and long-term storytelling likely prevented them from achieving their full potential. In the world of professional wrestling, a powerful story needs a powerful brand and a long-term vision to leave the greatest lasting impression possible.
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