re: Is this coaching or culture?

It's all the coach. A&M (and many other teams) could win with the right coach.

I think the brand itself is a bit uncool but that appeals to some conservative types but that doesn't matter much. I do think they need to take a chance on a younger coach who can help build a real brand. They have a decent Oline and some nice Oline recruits. Build a physical smash mouth team that may match up to the military history of the place.