I have to admit that the context of your comment is over my head. Please enlighten me ...
A ‘heel’ in pro wrestling lingo is a bad guy.
In an earlier post, I named a few of some of my favorite pro wrestling heels: Terry Funk, Nick Bockwinkel, and Larry Zbyszko.
During their feud in the WWF in the mid 1980s, Terry Funk tried to brand the good guy, The Junkyard Dog, with his branding iron.