Surely, if you are coaching better than ever, wouldn't people be able to work that out by themselves? It should be extremely obvious to any reasonably knowledgeable observer. Why would you feel any need to keep telling people that you're coaching better than ever.
You play a game every weekend in front of an audience of tens of thousands and somehow, nobody is likely to notice how well you are doing.
Sounds like someone is worried that if he doesn't tell people how good he is, then they're likely to look at what's happening on the field and make up their own minds.