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West Ham Vice-Chair Karren Brady said that the club's move to the Olympic Stadium aimed to "rebrand" it in an effort to get its "culture right," according to Samuel Lovett of the London INDEPENDENT. Speaking at a Leaders conference on Wednesday, Brady remarked that the move sought to "change the brand values of the club." She said, "We saw that [the move] as a real opportunity to change the brand values of the club. Rebranding ourselves was really important with our new stadium. We're in the London Stadium." She also stated that West Ham had "no culture" when she was appointed vice-chair in '10. Brady: "Getting the culture right, being a place where something is expected of you. That wasn’t there when my chairmen took over." She added, "Protecting their [the fans’] traditions and their values and their integrity is very important." Despite the owners’ "best intentions," West Ham’s move to the newly-named London Stadium has been "anything but a success." Violence "has broken out at the London Stadium on numerous occasions now." On the field the club has won "just one" of its last five League games at the ground (
INDEPENDENT, 10/5).
