It's hard not to draw comparisons to the dreadful Summer of 2014 and the messaging from the Albion's highly-polished spin machine seems to have followed the same script.
1. We've been preparing for this window for some time, we have identified our targets and we will get our business done early.
2. It's difficult you know, really difficult (please don't mention those clubs who are not finding it difficult).
3. We're working hard - very, very hard.
4. We will absolutely be ready for the first game.
5. Judge us at the end of the transfer window (and please don't question what 'ready' means in 4 above).
2. It's difficult you know, really difficult (please don't mention those clubs who are not finding it difficult).
3. We're working hard - very, very hard.
4. We will absolutely be ready for the first game.
5. Judge us at the end of the transfer window (and please don't question what 'ready' means in 4 above).
It is now 26 days since the last new recruit was snapped holding up an Albion shirt, and that was Finnish stopper Niki Maenpaa. Whilst it is undoubtedly going to be beneficial for David Stockdale to have credible competition for his place, a new goalkeeper was probably not top of too many fan wish lists.
Join the BIG debate: Hughton: Judge Us After The Transfer Window
Likewise, Liam Rosenior and Gaëtan Bong both look appear to be solid additions to Chris Hughton's squad, but whilst it is refreshing for the club to finally have a left-back we can call our own, last season's disappointments weren't centred around a fragile defence.
Indeed, had the 2014-15 Championship been decided on defensive records alone, the Albion would have finished in the play-offs above the likes of Brentford, Derby and Wolves.
It was at the other end of the pitch where frustrations occurred, repeatedly. Albion only finished fifth bottom of the Championship by virtue of Rotherham's three point deduction, and Albion's goalscoring record of 44 goals in 46 league fixtures was on a par with a fourth-bottom spot.
#BrightonNil became a bit of a sick joke as Albion failed to net in 19 of those 46 games which included 6 blanks in the final 7 games of the campaign as the Albion stumbled to Championship safety. The only goal scored in that dismal streak came in a 2-1 defeat at relegated Wigan.
All of this puts a lot of pressure on the broad shoulders of Tomer Hemed, the Albion's only attacking addition to date, but he will not be able to solve Albion's goalscoring problems alone. Sam Baldock will be hoping to play a fuller part this season, ideally from a more central role, but like Hemed he will need supply, and it is the creativity department where Chris Hughton's squad still appears to be painfully thin, even accounting for the return of Solly March.
Albion have been linked with a series of wide players over the Summer, and it is Blackburn's Ben Marshall where attentions seem to be focused. The club's cards are clutched typically close to its chest, but it has the feeling of last Summer's pursuit of Sam Baldock. On that occasion, the Albion were ultimately successful in capturing their man as the end of August neared.
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There is always a buzz of excitement as a new season gets closer. After last season's horror-show, it was hoped that the club's Summer recruitment would re-energise the Albion faithful. Thus far the club have failed to deliver a signing that really whets the appetite of many, who are now looking forward with more trepidation than expected when the last season finally petered out.
There is still time. Just.
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