That's part of the problem IMO we are already an established brand (I hate that term). It takes a hell of a lot to maintain a brand status and even more to grow it whilst it would potentially be easier to reposition a brand such as Villa with less outlay. Setting aside the new stadium there is very little room for improvement in the club IMO selling a few more shirts in the US would not make any real difference to the balance sheet although some believe otherwise So what are the options, well there is only one really and that's to build a new stadium which means another £200m so we are up to £400m-ish. Right so club and stadium sorted now we need to be succesful on the pitch ah well that requires more money cos my manger wants top quality signings lets say another £100m up to £500m-ish now. As I said to surf "when will I see a return"? Short of finding a cashed-up die hard red who is willing to invest lets say £500m and is not worried about making an immediate return as he's gonna stick it around for 10-15 years what can you do?