Microsoft's new gaming boss axed 'This is an Xbox' campaign because 'it didn't feel like Xbox' — Xbox brand undergoes transformation to redefine its identity

Microsoft's new Xbox chief, Asha Sharma, discontinued the "This is an Xbox" campaign, as it didn't align with the brand's identity. The campaign faced criticism for suggesting Xbox was shifting away from consoles to focus on software and services. Sharma's appointment signals a shift back to emphasizing consoles and hardware, with a focus on the upcoming Project Helix, a PC-console hybrid. Microsoft's strategy seems to be moving away from direct hardware competition with Sony and embracing the PC platform.