I’ve worked for an organization that was consistently successful as well as one that was consistently unsuccessful.
The second one would try every type of culture building tool they could find to build up morale but it never had any real effect. They hired “leaders” that had built a culture at other successful places, and those leaders would give their speeches to rally the troops, but their efforts fell flat as the losses continued to mount. Sure, those leaders were able to build a culture on top of success elsewhere, but couldn’t build one on top of failure.
Sometimes, the only thing that can fix the culture issues that come from losing is winning. You aren’t going to find many NFL franchises with strong cultures and/or identities that are also struggling to put together wins.