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  "path": "/video-games/xbox/microsofts-new-gaming-boss-axed-this-is-an-xbox-campaign-because-it-didnt-feel-like-xbox-xbox-brand-undergoes-transformation-to-redefine-its-identity",
  "publishedAt": "2026-03-28T13:58:29.000Z",
  "site": "https://www.tomshardware.com",
  "tags": [
    "Xbox",
    "Video Games",
    "Console Gaming"
  ],
  "textContent": "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.",
  "title": "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"
}