Everton director of football Brands brings the personal touch to his transfer dealings, believing it can make the difference when closing out the sort of deals that are his trademark – namely young, emerging talent that can serve a club well and retain serious sell-on value.
In other words, Moise Kean.
It was a key factor in convincing Kean that Goodison Park was the place for him.
The approach was perfectly illustrated on the day Kean signed for Everton in the presence of his mother, who was handed a personalised Everton shirt by Brands as he told her: “We will take care of your son.”
Joep Schreuder, leading presenter with Dutch state broadcaster NOS, told BBC Sport: “This deal for Moise Kean is typical of Marcel Brands.
“He talks to the wives of the players, to the family. He knows everything – and I mean everything. If Kean has a nephew he will know about him.
“Marcel knows the hard world of money but gives it a personal touch. It is his way of persuading and convincing players to come. He plays the family card. He will know everything about the mother, the father, the family, their circumstances.”
Kean has revealed how impressed he was on first meeting with Brands – and it is his attention to detail that proved key in persuading the young Italian and others that Everton is a club on a new footing and the perfect platform for the next stage of a career.
Of course finance plays a big part, but the Kean deal and others were based on a personal presentation given to each prospective signing on how Everton see them working within the squad, analysis of the player, performance statistics, strengths and capabilities, different systems and styles they may be expected to play.
When Everton agreed a deal with Manchester City for Fabian Delph, Brands went to the England midfield man’s house to deliver his pitch and presentation.
Kean felt this additional detail demonstrated how much Everton wanted him, how much homework had been done and how they mapped out his future. Brands made it clear to Kean he was a desired investment and not simply a commodity.
Brands used this approach while sporting director at PSV, persuading the in-demand Mexican attacker Hirving Lozano to leave Pachuca for the Dutch club in the summer of 2017. It was a deal six months in the making, including two visits to the player and his family.
Lozano, who helped win the league title in his first season when Brands was still at the club, is now moving to Napoli in a 42m euros deal.
The Brands touch worked on Lozano and it worked on Kean.
Everton also have a three-tier care system for players once they have signed to ensure they have no off-field distractions, so Kean will even have details such as a National Insurance number, mobile phone, car and housing options all dealt with by designated members of staff.
Brands, who has formed a shrewd negotiating partnership with chairman Kenwright, put the full force of his package in front of Kean and completed what may prove to be a transfer of real significance for Everton.