Re: Know what you are
>Microsoft is, and has been, primarily a B2B brand for a long, long time now. It's what they are.
Not 'just' a B2B brand, a brand for doing business stuff - whatever sized business, from home worker upwards.
This is how MS got into business (both itself becoming a viable business and the market it addressed) in the first place and effectively partnering with IBM meant they were perceived as being slightly staid...
The Xbox platform is sufficiently distinct in the market to become their 'leisure' product.
Perhaps MS needs to stop chasing 'fashion' and 'consumers' and accept it's brand is a little drab/staid, but like IBM's reassuringly professional/business friendly. So this means things like keeping Office on the Mac, but not trying to compete with Apple on fashion and trendy image.