I'm always fascinated by the idea that is often thrown around in sports (in particular) that the only way to market your product is for the product to be successful on the pitch. It simply doesn't wash with reality.
A few thoughts on that front follow.
Firstly, if you cannot market a club beyond its success, how do any clubs that are not challenging for honours year in, year out have any sort of fanbase whatsoever. Spurs and Liverpool are examples of clubs with large, growing, non-English fanbases that simply will not win the league anytime soon. If winning trophies was the only barometer for the success of a product, then they should rightly be lumped with us, Southampton, and even Stoke as also-rans. Even accounting for their history (which has no bearing on current success), we should be up there with them.
Secondly, it is not true in any business. For example, Beats headphones are widely regarded as overpriced inferior headphones by anyone that pays attention to audio quality. Yet I see everyone wearing them, and they make tons of money. All via marketing their 'inferior' product more effectively than superior brands. This is precisely what Liverpool in particular do very well.
Everton have an extremely marketable 'story'. And marketing is just telling stories in a way that makes the consumer want to be a part of the brand. It's what Apple does so well (not impinging upon the quality of their product, just noting the wild success of their marketing - let's call them the United of this scenario). They make people that don't have the time or energy to devote to learning the ins and outs of the options (as they are vast and plentiful) simply desire to be a part of the brand. Apple must be good, look how cool their stuff looks, look how cool their commercials are, and then you get converts. And zealous converts convert new people.
The reason I consider Kenwright and this board a failure, is due to their inability to recognize the marketable aspects of the club and grow it commercially via those methods. This inaction has led to a stagnation in the eyes of the press and new fans of English football. Which leads to Everton losing value to potential investors and buyers - they have to do all the work! That's even giving the board what is almost certainly undue leniency and assuming that they are actively seeking buyers.