In a landscape flooded with brands vying for attention, embracing “Kayfabe” from WWE might be the ultimate game-changer. Kayfabe, the art of staying in character, isn’t just for wrestlers — it’s the secret sauce for your brand’s persona. Think Tom Hanks’ nice-guy image or Liquid Death’s irreverent branding. In WWE, as in today’s culture, you choose your character or the world chooses for you. This panel explores the wild parallels between wrestling’s scripted realities and modern branding strategies, plus how to harness kayfabe to drive commerce.