PRIOR to Sunday’s game against Fulham at St James’ Park, Newcastle United supporters unfurled the Wor Flags group’s latest giant banner on the lower tier of the Leazes End.

Underneath a huge picture of a celebrating Eddie Howe was a quote from the Newcastle manager delivered in the wake of his side’s attritional goalless draw with Arsenal, which featured a performance that attracted criticism from Gunners boss Mikel Arteta: “We’re not here to be popular, we’re here to compete.”

If Kevin Keegan’s Entertainers revelled in their reputation for being the nation’s ‘second favourite team’, Howe’s current crop of Magpies are more than happy to be a side that no one likes.

Gamesmanship, mastery of the dark arts, call it whatever you like, but whereas a succession of previous Newcastle teams have suffered from a soft centre, this is a side with steel and a healthy degree of cynicism running through its veins.

That much was obvious at the Emirates as Newcastle’s players successfully ran down the clock in the second half in order to protect a hugely-valuable point, and it was evident again at the weekend as the Magpies ground out the 1-0 win over Fulham that lifted them back up to third position in the table.

Whether it was the chaotic few minutes that preceded Fulham’s penalty and clearly put off Aleksandar Mitrovic, not to mention the none-too-subtle roughing up of the penalty spot by Callum Wilson, or the willingness of players to go down at regular intervals in order to break up the play and disrupt Fulham’s rhythm, Newcastle’s players were willing to push the rules to their limit. Provided they can get away with it, they’re also prepared to overstep the mark.

That won’t be to everybody’s taste, and as opponents and referees become wise to Newcastle’s tactics, Howe and his players might have to subtly adjust some of their methods. For now, though, they’re unapologetic about wanting to avoid being a soft touch.

“There’s loads of different ways to win,” said Howe, when asked whether ‘winning ugly’ was a key part of Newcastle’s arsenal in the wake of Sunday’s success against Fulham. “The ideal is that you play unbelievable football and are in total control, and you win comfortably, but in the Premier League, that happens very rarely.

The Northern Echo: Eddie Howe applauds the fans after Newcastle United's win over FulhamEddie Howe applauds the fans after Newcastle United's win over Fulham (Image: PA)

“On those days, you make the most of those occasions, but normally, they’re very tight games that are decided on big moments. Thankfully, we were on the right side today and we have to try to do everything we can to remain on the right side of those marginal big moments in games.”

There has been a clear mentality shift at Newcastle under Howe, with Kieran Trippier’s arrival having proved another key factor in changing the mindset within the dressing room. Trippier, a ferociously-driven perfectionist, is a winner who is willing to strain every sinew and make every permitted move in an attempt to achieve success. His attitude has clearly rubbed off on those around him.

Newcastle run more than just about any other side in the Premier League, tackle more than just about any other team, and also close down their opponents faster than the vast majority of their top-flight rivals.

They are also supremely well-organised and well-coached, something Howe and his fellow coaches deserve a huge amount of credit for, with their remarkable defensive record providing the bedrock for their success.

For all that they might be streetwise, you don’t keep five successive clean sheets – something no Newcastle side in history had done in the top-flight prior to this one – unless you know what you’re doing defensively.

Individually, Nick Pope, Trippier, Fabian Schar, Sven Botman and Dan Burn have all played superbly this season, but it is in the strength of the collective that Newcastle are currently outperforming all their Premier League rivals. From front to back, the Magpies defend with a perfect combination of effort, commitment and organisation. They rarely give up chances, and when they do, they boast a back four and goalkeeper who can keep them out. As a result, no matter who they find themselves up against, at the moment, they simply do no concede.

“The clean sheets have been the hallmark of our success, really, this season to this point,” said Howe. “We've had a group that has given everything not to concede as a first port of call before you talk about our attacking play.

“You've got centre-forwards who have worked very hard, you've got wide men who have really supported and helped their full-backs and that really runs through the team, and that was evident again against Fulham."