History. That's the very simple and blunt answer. Liverpool fans may do our heads in about it, but the fact of the matter is, they have 5 European Championships to their name. It's why, regardless of how they're doing today, they're still considered a big, prestigious club. When you ask someone "name the 5 biggest clubs in the world?", 90% of the time you'll get: Real MadridManchester UnitedBarcelonaAC MilanLiverpool These same clubs are also 5 of the most known clubs in the WORLD. Asia, Africa, America ect, they don't have as high of a football following as Europe does but they ALL know these clubs are big. Chelsea are in a period where we're writing a history that in 10/20years will see us in that list of "Big Clubs". We've just completed our first domestic double, to win the UEFA Champions League this year would go a big way to this "status". We also need to work tremendously on our youth system too. I know we have a good one now, but in comparison to clubs like Barcelona & Manchester United we severely lack that player that everyone knows. Barcelona = Iniesta, Xavi & MessiManchester United = Scholes, Giggs, Ronaldo (yes he counts!)Liverpool = Gerrard, Torres (they did find him, and turn him into one of the best strikers in the game [when fit]), ReinaAnd so you get the point here. We need to find these young, good players and integrate them into our squad. We need players like Kakuta and McEachran to get into the first team squad and announce themselves to the world that "Yes, we came from the Chelsea academy and are now the best in the world"