The success of the Cowboys brand is more than just the "America's Team" crap (which I've always hated) and the fact that they get so much national TV coverage, always play on T-Day, etc. It's the colors, motif, name, it's partly Texas itself. It's the romantic perception of American Westernism, pioneers on the frontier, and also the whole Dallas lifestyle. In some ways Dallas is more "heartland" than any other venue in the nation. It's the vision of the rugged individualism of the cowboy on the ranch, man vs. nature.
There is so much more to this than just Jerry's (or Tex's) "genius marketing".