From all accounts, NKT is doing well financially.
Brand image, however, is tarnished. Kelsang Gyatso and his line managers create controversy that helps no one. They go overboard dwelling on the negative in search for legitimacy.
They should apologize and move on.
Market-wise, they have a brand that would do better by dropping the controversy that has generated massive ill will around the world.
It is OK for them to have created a new religion. But, condescending everyone else's religion is pointless. They need not sell themselves as a derivative of what they abhor, Tibetan Buddhism.
Brand-wise, they should simply follow Kelsang Gyatso's books. They are not the panacea that NKT advertises, but they would, devoid of self-inflicted controversy, serve the brand better than the political extremism that Kelsang Gyatso and NKT needlessly project.
Keep your invented Shugdenism to yourself and honor your advertising claim that you are not evangelizing.