I think Ryanair should market itself as being the number-one airline on three factors: lowest airfares; excellent punctuality; and fewest lost bags. It occasionally mentions punctuality and lost bags, but it doesn't really promote itself around those all-important things.
I don't believe it needs to bother changing to become all warm,, caring and fuzzy, or to become less provocative in advertisements; in other words, it shouldn't become like most other airlines.