I understand what you're saying, but I disagree that you can't make Bryan's second win as special. I'd liken it more to a girl that you're really into. What's more special? The first time you kiss... or the first time you have sex? The first kiss is special. The first time you have sex... is magical. Beating Cena and losing on the cash in is the first kiss. It wets the appetite for more action.
Sorry for the late reply, this debate lost momentum before it really got going.
Secondly, I can't tell if you're being overly optimistic or if I'm overly pessimistic.
Thirdly, can you really compare beating Cena to a first kiss? Beating Cena clean on a live WWE Pay Per View is pretty much the be all end all of making it to the top of the WWE. Only an elite group of superstars have managed it. The Rock, CM Punk, Randy Orton back when he was the number two guy. And the fans are aware of what a big deal it is.
Bryan and Orton, meanwhile, would be a great feud, but the win wouldn't be as special, especially since Bryan has beaten Orton recently.
Call me crazy, I see Bryan beating the WWE's top star clean for the WWE's top belt live on the second biggest PPV of the year as a more special moment than getting revenge on a dastardly heel that you beat already on some secondary PPV.
The Punk example doesn't really fit, because the circumstances are different. Plus like you said, they botched so much of that after Punk got his first win. Who's to say that they don't botch it all again? Unfortunately no one. We'd just have to hope that they don't.
Except Bryan is exactly where Punk was at this time in 2011. Let's look at the sequence of events:
First Punk wins a number 1 contender match. A week later, he delivers the promo that makes him red hot. At Money in the Bank, he takes the title (somewhat) cleanly in front of a loving home town crowd. He leaves with the title.
Here's where things start to go downhill for Punk. He returns with title, and rematch with Cena is made for Summerslam. Punk wins again, but moments later, he's attacked by Kevin Nash and Del Rio cashes in to take the title.
Punk ends up in some bullshit feud with Triple H and Kevin Nash, and he can never quite capture the same buzz he had a few months previously.
If Punk hadn't been booked to lose the WWE title that night to Del Rio, we could've had one or two more months of Punk vs Cena, which would've kept Punk red-hot as it was still entertaining as hell. Then Punk could've moved on to the feuds with Jericho and Del Rio without Triple H beating him cleanly and damaging his momentum between title reigns.
That is why I'm unsure about Orton cashing in on Bryan as soon as he's won the title.
The aftermath I'd book like this.
- Bryan's immediately hot to get his rematch, and gets it for the next PPV. He has Orton beat, but some form of outside interference saves Orton's title. This'll set up for the next PPV where Bryan isn't fighting Orton, but has to take on the guy that interfered to get another title shot (I don't have anyone in mind, so let's just say Big E Langston - that name can be swapped for anyone)
- Orton in the meanwhile takes on Cena at the next one, and not only goes over Cena, but punts him in the end and puts him on the shelf. This does two things. Gives Cena's face a rest (it'll help him immensely to go away for a while), and makes Orton stronger which is key to really put Bryan over
- Bryan's back in the title picture and he keeps coming close over the next little while, but Orton keeps managing to save the title through whatever means. The match quality each time is high end like the Steamboat/Flair series years back - even assign Steamboat to be the agent for the match to help them lay it all out properly
- Finally, at say the Rumble (or Survivor Series), you give Bryan the one last shot (say title versus career or something tangible for Bryan to lose as well), and that's when Bryan finally goes over clean. You'll have built up the anticipation to a fevered pitch, and with Bryan finally getting the big one, the fans will be totally invested
The way you want to see Bryan booked is pretty similar to how Punk was booked when he was hot. Except, at least Punk's non-title feud was against Triple H, someone who was over. A feud between Bryan and someone like Langston would do absolutely nothing for Bryan and, indeed, would likely kill his momentum.
What happened to a face just winning a title when they deserved to win the title without having to chase it for months on end? Hogan, Savage, The Rock, Austin, Punk, Cena, Batista. None of them had month after month of failed WWE title shots when they first became main eventers.
I mean, I don't know about you, but I was totally bored of Jeff Hardy losing month after month, even though I knew he'd win it eventually. When he finally did win, I went "Finally!" but not in a good way.
I just think that if you don't snatch that moment from Bryan right away, that you:
A) Don't get Orton over as a heel as much as you possibly can
B) Don't get Bryan over as a top guy as much as you possibly can
I could be completely wrong, but that's just how I see it.
I think you can get Orton and Bryan as over as possible without destroying Bryan's moment.
I stick by my suggestion. Have Bryan win clean, have Orton try to cash-in and fail either at Summerslam or on Raw, then have him viciously attack Bryan out of humiliation, thus cementing his heel turn.
Keep Bryan off TV for a week or two as Orton heels it up. He punts Cena the week after attacking Bryan. Maybe have an authority figure say Bryan may need to be stripped of the title due to his injuries.
Then, two weeks before the PPV, we get Orton vs Punk. The match ends in DQ when Heyman interferes. Orton is about to punt Punk, until Bryan's music hits to a huge pop. He attacks Orton, they brawl for a while, the match is made for Night of Champions, where Bryan wins.
Bryan looks both sympathetic and gets to do the badass return thing, Orton gets heat for destroying every face in his path, and they put on a classic at Night of Champions, everyone goes home happy.
Rant over.