We've made some pretty average signings since the 2012 title win.
I just don't think the level of ambition or real belief has been there, to go for proven quality enough times.
It's obvious that Rodwell, Sinclair, Fernando, Delph, Mangala, Navas, Nolito and Otamendi aren't at the same level as Hazard, Fabregas, Kante, David Luiz, Azpilicueta and Costa.We needed to show more ambition and just keep outbidding Chelsea, or at least choosing players of a similar standard.
I think our preoccupation with being too 'nice' has hindered us too. Pellegrini had no charisma and didn't instil a 'we will not fucking lose' mentality, or slap down the gobshites in the rag media.
Finally, our marketing is fucking shit. Again, too 'nice'. Too much emphasis on the youth programme, ladies team and franchises in NY and Australia. That's all great as a business model, but it's not attention grabbing! The Welcome to Manchester poster was attention grabbing. People still talk about it. It riled Ferguson. It doesn't matter if some things we do get negative press, there will always be haters, but at least they'd be talking about us. We've made ourselves dull.
Premier league football is glitzy, showy, larger than life. We need to show off, boast, make big claims and back these up with bold statements and attitude. Market ourselves as equal to Barca, Juve, Bayern. Bigger than Chelsea. Posters across Europe in cities where we have upcoming fixtures: Are you ready to go inSané, with a big pic of Leroy looking cool as fuck. Or GJ posters, web campaigns: Jesus is back, The second Coming, Football - Ressurected, the guy just gives marketing everything. Get these kind of things all over the internet, football sites, tube stations, wherever. Fucking go big City and the rest will follow.