How will Manchester United handle the departure of legendary manager Sir Alex Ferguson? Here's a classic case of a personal brand that is so thoroughly conflated with the institutional brand that the individual’s departure creates more-than-the-usual difficulties. No matter the global strength of the Old Trafford brand – and this is the wealthiest sports franchise in the world – Sir Alex’s news will affect the franchise’s appeal – though only in the short term. It will certainly make life impossible for his immediate successor, and it’ll get even worse if Ferguson decides to meddle or maintain a high media profile as a new Board member. The best breaks are often the cleanest ones.
Twitter @ jessicamcwade
Twitter @ jessicamcwade