Simon Grayson does not strike you as the kind of bloke who would care much for advertising slogans, but he may just have coined one as manager of Sunderland.
'I want to make a good club great again,' he said with a matter-of-fact air on Monday.
After Sunderland's recent troubles, the club may have found itself the right man to move it forward.
Grayson is as straightforward as they come in football.