I suppose it's possible. In order for it to happen at this point in time, as we've seen GMs engage in their own feuds in the past, I think Brad Maddox would have to be booked as a convincing & fair babyface GM for Raw. It was initially thought that Maddox would be the GM of Raw so that he'd be another spineless puppet for Vince to manipulate and intimidate. There's still a very, very real possibility of that but I was surprised that WWE had Maddox play it straight on Raw as someone that seemed fair and unbiased. The fact that some of the top babyfaces on the roster complimented him on how good of a job he's doing was also something of a surprise.
Now as it was only his first Raw as GM, WWE can still very easily turn him into said spineless puppet or into a general asshole like Vickie. The fact that they didn't right away, however, gives me some hope that they won't. My mother watches wrestling pretty often herself and after Raw this past Monday, she said to me "he looks too sweet and cute to be a bad guy." So after I called her a dirty old woman, for which she threatened to send me to my room even though I'm a grown man & in my own place, it got me thinking. When I look at Maddox, he doesn't come off like someone who could play a convincingly ruthless bad guy. He can certainly be an annoying heel almost on the same level as Vickie Guerrero, but we've seen him in that role before and the fact that he has seemed to be more unbiased and straight down the middle feels fresher. Even when he was Vickie's assistant, he still seemed to portray himself as more "fair minded".
As far as the brand goes, some want the brand split to come back. It's ironic, though not at all unexpected, that no more than a few days would pass before someone started a thread or there were any number of posts in which someone would complain about the brand split and wanted it to end. Now that the brand split has been all but ended, with only the fact that there are two World Championships as the only holdover from those days, a lot of people want to see the brand split reinstated. If it is reinstated, I give it six months at the most before the IWC again starts to complain about the brand split.
The problem with a brand rivalry is that in order for it to really pay off in a meaningful way, it would definitely have to be built up over a good length of time before anything really formal happened. Then, WWE would have to keep the rivalry heated year afterward in order to, in my opinion, keep the whole thing from feeling like it was just a waste of time in which everything simply goes back to normal. WWE didn't do that until shortly before it was time for the Bragging Rights ppvs a few years back and, as a result, you never got a feeling that there was anything significant going on in terms of brand rivalry.
