This might not be a business article per say but it is interesting to me as it is about a person’s brand image. In the footballing world your name is everything, there is no veil to hide behind; if the manager performs poorly, he is solely to blame and his reputation shatters. David Moyes was an above average manager when he was coaching Everton; he was an average manager when coaching Manchester United, but that was what killed his reputation. What his customer (Manchester United) expected was huge success and a high quality of performance, needless to say they were disappointed.
This Monday, David Moyes took on the job of the Real Sociedad manager in Spain. I believe it is the right course of action for him, because he is looking to rebuild his brand image. Moyes has gone to the right customer segment, an above-average team but not one of the best, and from there on he can grow and become a premier brand, one that offers high quality for a high price.