How WWE acts like a Fortune 500 marketer
Geoffrey Precourt Warc
At various times in her career, Stephanie McMahon has stepped up many rungs in the ladder of her family business. She has served as a professional-wrestling "valet" (an outside-the-ropes "manager"), a professional wrestler, a minority owner and – most recently – Chief Brand Officer of World Wrestling Entertainment (WWE).
"Yes: Our performers often wear tight costumes made of spandex," she told delegates at the Association of National Advertisers' (ANA) 2016 Masters of Marketing Conference. "And, yes: They perform various feats of athleticism inside a 20-by-20-foot ring.
"But if...