As in any sport, college or professional, WINNING can change a culture in an instant. My first IU game I attended that I can remember as a child was the first game at Memorial Stadium. I still have the medallion. So not to brag but I have seen a lot of IU football in person and on tv, on the road and home. Living in different parts of the USA I have attended San Diego St games when Brian Sipe was a QB, I have attend UDub games in Seattle when I lived in that area and even flew out to see IU play them when DiNardo was the HC.
I have been to USC games in LA (doesn't count). IU's fanbase has a huge wall to bang its head against and MANY THINGS make it very very hard to create a IU Football culture. From the traffic control, to downtown, a 1,000 year history of being a basketball state, a smaller stadium than most B1G stadiums, blah blah blah.
The one thing that is consistent that I have seen over the years and it doesn't matter who the HC was .... A coach comes in spends his first few years to build a roster to become decent. Starts the season 3-0, the fans are excited, the town is excited, traffic flow is better, the hot dogs and brats are now hot not cold ... everything is right where it should be to take the "culture train" out of the depot.
With a fill stadium IU lays a HUGE DUD against that first B1G team they were expected to either win or upset a ranked opponent. After that one game that seems to happen every year they are undefeated with a promising team ... they lose that one game.
The fans don't come back, the season excitement is lost and everything sucks from the hot dogs to the university president.
I have no answers about how to build a culture like other schools that have it. I have no answer about facilities and am sick that IU now has to BUY their roster. IU's stadium looks like they have tried or are trying everything from the largest flag ever, to the patio tents in the end zone, IMO Memorial Stadium looks more like a circus tent than a football stadium.
Hard to build a culture when IU Football has the worst fans in the nation. They don't stand every kickoff, they leave at halftime and never come back even in a close game, the band can't stop playing the same songs they did when I was at school and CHEERS FOR BASKETBALL DO NOT WORK FOR FOOTBALL GAMES!!! Nationwide on tv or in person will you see very many fans wearing basketball jerseys of their school at football games, you just don't.
So yes a culture needs to be built but it's a two way street and a very very hard one to stay on.