Ayre and FSG have 6 : 6 Vision: $$$$$$
.................................................$$$$$$
Quality is an unknown commodity to them, hence the focus on the “Brand"
You don't think Real, ManU, Inter, PSG, Chelsea execs talk that way???
It's corporate spiel... and "branding" is a mainstay in contemporary big business consciousness, particularly large American conglomerates that are buying up a number of British clubs.
I'm not convinced that semantics are a problem here... the same fans that criticise also want FSG to compete with the market. They all speak the same language....