Winning cultures only exist in teams that are winning a lot at the time. Hawthorn, Geelong, the Bulldogs, Sydney; all these teams have winning cultures now, but will soon become rabbles again, while Melbourne, West Coast, Carlton and others will soon start winning again. Richmond, a so-called Top Club, was abysmal a few years ago, and so was Carlton. Bad teams create an illusion of bad culture, and vice versa.