BYU struggling with uu for 10 years has hurt BYU. BYU struggling to have a huge season (until the unusual 2020 season) since 2009 has hurt the BYU brand. Bronco's oddities as a coach didn't help (he gave BYU football a 'weird vibe'. It was embarrassing to me as an adult from time to time.
But, if BYU keeps winning and having exciting games like Wisconsin, Tennessee, USC,.... then things turn around. Winning is always the key.