"Culture" isn't real per se. I mean you can only see representations of culture, not culture itself. So it becomes defined by certain things, which people can pick and choose to fit with their idea of what "culture" is, whether it's "good or bad culture" and/or what specifically drives it.
"Culture" within a footy club, where a lot of key people (who are the drivers of culture and the only way it exists) are constantly changing year after year, it's necessarily transient. What does stay are the stories/myths/misconceptions etc in the media and also with those in charge of the games administration.
So sudden success can be more easily interpreted as more permanent (therefore more cultural), inherent to what they do and seen only as a temporary ripple when it abates for whatever reason in one club, whereas in another with less prestige, seen sceptically and as much more temporary.
