I'd agree, although using Chelsea as an example, he's not saying that we couldn't be up there, he's saying how it could be done.
I'm not attempting to reopen the name debate, because as far as I'm concerned it will die a death - perhaps lingering - but a death all the same. However, I'll just share this with the forum, if I may?
I agreed to do a research interview with a Chinese MA Marketing student at my university. His thesis, was essentially about the marketing methods used in the far east by western entertainment brands (mainly music). After we'd finished, he pointed to my computer screen (the picture is my wife and grandson with a big Hull City scarf wrapped around them both, taken at the recent Sunderland cup game). He said, ''Ah Hull City, you follow them?'', I replied ''of course, who else, it's my home town team''. I asked him the obvious question about Hull Tigers and its appeal to an eastern market. His reply (forgive my using his Chinese version of English)... ''Too much noise in the market to be noticed. The tiger name or symbol is everywhere! As your football name, 'tiger' (sic) is too common to be noticed. You need famous players and trophies". Clearly, I'm not offering this information as evidence or valid research, however, in terms of the DM piece, I thought it was interesting all the same.