David’s Sullivan and Gold may have many qualities, but subtlety is not among them. West Ham’s move to the Olympic Stadium, and the all the exercises in ‘re-branding’ that came with it, was hyped to within an inch of its life over the summer. The Hammers’ ownership made no secret of their desire to spend big in the transfer window, publicly stating that a hefty bid had been launched for an England international forward. Fan mood is always dictated by expectation levels and those type of statements have made three wins from their first 11 league games difficult to swallow. If supporters were expecting a land of milk and honey on Stratford marshes, the start of this season has reminded the club that the realities of football don’t change; you still need a decent striker, to defend set pieces and put in the hard graft. We suggested three areas West Ham need to strengthen in.