The masters/Bunnings analogy is a surprisingly good one.
Masters were essentially trying to deliver the same thing as Bunnings but in different packaging. Even if they were successful in what they wanted to achieve I don't think they would have survived anyway because there would be no insensitive to change. Much like us, we are failing to deliver even the same thing against a well established brand that people know and trust. Why would anyone willingly choose us?!
To complete you need to exploit a gap in the market. Deliver something the competition are not providing. For us, I believe that means delivering football that is entertaining enough to convert the "soccer is boring" crowd.
How do you do that in a salary capped league in a country with little interest in even the best leagues in the world? No fucking idea. But I am not the one who bought an a league club and made promises of turning it into an Asian power house.