i liked the brand split, it was supposed to give the mid and low card performers a chance to shine.
RAW is the Holy Grail in the company, so if someone started to blow up on Smackdown, have them run with the title for a bit, make a chase type feud with a couple competitors, then whomever came out smelling like roses would move to RAW. Again, if someone wasn't working out on RAW, relegate them to Smackdown. At least the person who was relegated has the RAW juice dripping and could be a "big deal" on Smackdown, and then someone on Smackdown could try to wipe that aura from the recent acquisition.
When Paul E. was running Smackdown, he booked a complete wrestling show. It was a better product than RAW, and the executives knew it, that's why they removed Paul from his position as booker. RAW had the names, egos, and star power that appealed to the mainstream audience, Smackdown was the wrestling show.
That's why I say I liked the split in terms of chance for those who were always buried on RAW and never got a chance. At least with Paul E., he gave everyone a chance to make a name for themselves with their wrestling ability. But the E was more interested in him producing stars that'll appeal to Hollywood.
Sometime ago, I wrote how the E could have used ECW, WCW, Smackdown, and RAW as a tier system to promote and relegate talent.
ECW - new signed talent to the company (WWE). Internet matches. Expose them how they are doing NXT or the old Ohio Valley. Put them through tough matches, and some traditional ECW hardcore stuff to test their toughness. Here, a gimmick is established and experimented. Once the trainers feel they are in-ring ready, they graduate to WCW.
WCW - Some TV exposure on a minor scale. Evaluating talent on whether they can feud and promo. There will be talent that graduated from ECW and some from Smackdown/RAW who were relegated and new additional seasoning. If the relegated talent can't get over in WCW, after being relegated from Smackdown/RAW for maybe a gimmick overhaul or promo work, future endeavor them, or send them to ECW for more training.
Smackdown - Almost there, but the talent needs to show they can wrestle, promo, and have a bankable gimmick. Feuding skills are put to the test against relegated RAW talent, and promoted WCW talent. If the talent can't make it here, they are relegated to WCW. If the fans take to the talent after a few (not one), but a few bankable feuds, and title runs, then they graduate to RAW.
RAW - The main stage, where the big boys play. It's either play hard, win, or go home. If you don't make it here, you're relegated back down to Smackdown.
It's a simple tier system. I just wish the WWE had sense and used a proper format to make everyone a star, or at least make them appealing.