It is losing because the GOP establishment has no clue how to win elections. The Bush brand of Republicanism ruined the party brand in the 2006 and 2008 elections. Tea Party conservatism is what put the GOP back in charge of the House and gave them a place at the table again. The GOP-E had their way in 2012 and managed to lose to about the weakest incumbent Dem in modern history.
So what is the lesson to these idiots? Why, more of the same of what loses elections. It used to only be Dem liberals that thought the answer to continued failure was to do even more of what is failing in hopes that it eventually succeeds. That malaise is now firmly rooted in the GOP establishment as well.
The GOP knows how to win elections. They would just rather lose than see conservatives win.