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

The "This is an Xbox" marketing campaign was met with severe backlash from pretty much everyone outside Microsoft's top brass. Now, it seems like the brand is course-correcting with new Xbox chief Asha Sharma leading the charge for a rejuvenated Xbox, and personally killing the controversial campaign.