I find it interesting from an analytical viewpoint how terms like “style” and “brand of football” become key buzzwords for the media and the majority fans when they, in reality, could mean very little to the players themselves who simply set up to best counter the opposition in front of them.
I do however think this notion of “style” serves a useful purpose in forging a relatable footballing identity for fans to connect with and for managers to build their reputations by, but serve very little else.
Yes.
At most it could serve as the basic premiss for a discussion such as "Would Klopp succeed in Premier League with his playing style?" Then you can discuss the pro's and the cons of said style and how it differs from the rest of the league. I remember he got a lot of critique on here that his style was demanding on his players and that they got physically exhausted by all the pressing. Klopp changed his tactics slightly, used more of a pragmatic approach and won the league. Yet, this identity that he initially brought with him has been given legitimacy, even though it's not quite the same. These discussions is never about the analysis as much as they are about simplifying things for the public and how they should rate managers.
Another example is Pep, and some might now say that his style is just tiki-taka even though he also has changed his approach many times. His style of football gives an identity to Man City as a club, as like with Liverpool they have none besides that, and now that they aren't playing very well, it's not the "style" that is in question but rather other aspects the manager is responsible for.
Ole did not have a good first stint in the PL, and nobody knows his "brand of football" from his time managing Molde. He is basically a man without a managerial reputation and the only evidence we have to make our mind up is what we see in front of us. We're not the best club in England, nor the best club in the world, which is what our identity was for many years thanks to SAF, so naturally "we don't have an identity, we have no style of play" will be thrown around simply because we're not winning trophies right now. That is in my opinion oversimplifying football though and undermining what it's about, but also our relatable footballing identity has been lost after he left. Ole is the closest we have been to looking like a "United team" since SAF, but yet he can't prove anything at all to some unless he wins.
However, SAF built his brand by winning at all costs with class, with quick, imaginative attacking players, other players specialised in their position and if they weren't of the quality required they could prove their usefulness by contributing in other ways, like Ole coming of the bench, O'shea stepping up, Park marking Messi. I even remember the grate dane in goal wanting to score goals. This is what United is about, and Ole has brought some of that back even if large portions of the fanbase might have lost sight of our identity after SAF left, and just want to identify with the feeling of being the best again. The only thing Ole can do to get a "style" rep like other managers is if he wins a trophy with this team, then he'll get the credit for making these changes to our identity.