Let's say that due to circumstances you have a bad reputation and your product, let's call it Ali Daei, doesn't sell. How can you turn this around? The best way is to reposition yourself, change what your brand stands for, change the appearance of your product and go for primetime to make sure everyone sees the product is changed.
Ali Daei somehow did just that. He signed up with the best supported club in Iran, with fans who until 1 year ago didn't really like him and were cussing and disrespecting him in the stadium. If he wins them over, he can win everyone else over too. Further, as post game interviews show, he is about to win over the general public too. The words he said, about being a role model for younger players, his support for Haghighi, Samad Marfavi and in general a view of being an elder statesman of football, were missing from his time as TM coach. His passion for his team, the up and down jumping on the sidelines, the group hugs, those pictures have kind of rebranded Ali Daei in Iranian football.
The win against Esteghlal was huge for Daei and Perspolis. The title race for this season is definitely over but next season will come and Daei will still be there and he can build a team to his liking. In 2011 there will be the Asian Cup and it doesn't seem likely that Iran will do that well. Further, the generation of players he brought into the national team, like Khalatbari, Shojaei, Rezaei and others will be at their peak and these should all be players with whom he has no problems. This will also be Ali Daei 2.0, a new Daei who will look different to the public. Maybe he won't be by 2011 the one coaching Iran again, but I would predict that by 2011 a large population of Iran will be in support of him coaching Iran, at least if Daei's stint with Perspolis turns out to be a success. The first step was done, the season 2010-2011 will be a hugely interesting season for Iranian football again and for Ali Daei. It's toasted!
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