So said Jeff Jarrett now a few weeks ago upon the inarguably poorly handled rebranding 4.0 effort. Well, Jeff, consider me confused, though not quite lost. I kind of get it — the name of the company is GFW and the name of the show is Impact Wrestling. He and others have said as much, which, despite the redundancy in wrestling terms (Global Force Wrestling: Impact Wrestling), is generally fine. It's really no different than the last time we heard this explanation when TNA was the acronym preceding Impact. Here's my problem: this was poorly executed. The brand message is simply not being disseminated effectively to the most important product the company has — the weekly television show. And this isn't even accounting for the addition of Anthem, the owners of GFW and Impact Wrestling, who seem just as committed to branding both with their logo. This thing is a three-headed nightmare. Nearly four, if not for the fact that at least all three can agree that the "TNA" acronym is effectively dead and buried. Worse yet, where was the announcement outside of the article that ran in the Tennessean that broke prior to Slammiversary? I don't know who is handling PR at Anthem Sports & Entertainment presents GFW: Impact Wrestling, but take it from a decade-long fan. This shit is fuckin' confusing and is unnecessarily complicated by brand conflict. If you ask me, if the company was going to adopt the GFW brand, then the show should simply have been named Impact. Anthem may own them both, but in the same way that Facebook owns Instagram and WhatsApp, the latter don't adopt Facebook branding. They retain their own.