Jose Mourinho insists he won't change his robust style this season.
Chelsea's declining popularity was a feature of last season but Mourinho has no intention of trying to improve the club's image as he believes that would indicate failure.
The title holders are in danger of becoming the most disliked club in England with Mourinho's inability to accept defeat often the root cause of the problem.
Chelsea's no-thrills style has also invited criticism but Mourinho has ruled out a charm offensive, instead insisting the only people he needs to impress are Blues fans.
"I want to be loved by my people. I want Chelsea supporters to love me. If I go to another English stadium and people love me there it's because I'm a loser at Chelsea," he said.
"If I go to Old Trafford and the people love me there it's because Manchester United are winning matches and they want me at Chelsea because I'm a loser.
"I work for Chelsea and I work for English football. I have responsibilities to English football."
PMFC
VIVA LE CHELSEA
Brazilian Chap
ok, the guy is arrogant and stuff like that, but he may have a point.
