Mowbray says winning and entertaining football are not mutually exclusive
Celtic manager Tony Mowbray has sought to reassure the club's supporters that he will demand more than just entertaining football from his players.
The 45-year-old, who succeeded Gordon Strachan after leaving West Brom, said he would bring substance and style.
"Good football has never been enough for me. It is something of a fallacy that's grown up around me," he said.
"I'm in this game to win and progress as a coach. We need to win at Celtic and bring silverware for the fans."
Celtic secured three consecutive SPL titles under Strachan before Rangers broke their domination with last season's championship success.
Mowbray, whose first league game as Celtic boss will see him travel to Pittodrie to face Aberdeen, said he was determined to mould a winning side.
"I'm confident that we can continue to be successful as Gordon Strachan was and Martin O'Neill before him," he said.
"We have to continue that trend and try to build on it."
Mowbray has been joined at Celtic Park by his assistant Mark Venus and coach Peter Grant, while Neil Lennon also remains at the club. But the new boss stressed he and his backroom staff would not overhaul the squad.
"I'm not coming here with a big axe to swing and cut everything out," he said.
"I don't want to sit here and say we need a new player in this position or that position. That is disrespectful to the squad.
"There is a natural evolution of a football team over time."
Mowbray added: "When I was at West Brom, within two and half years there were only two players left.
"Hopefully, the supporters in a short period of time, will see the stamp of how I like the game to be played coming across."
This page is best viewed in an up-to-date web browser with style sheets (CSS) enabled. While you will be able to view the content of this page in your current browser, you will not be able to get the full visual experience. Please consider upgrading your browser software or enabling style sheets (CSS) if you are able to do so.