Spoke to this elsewhere, but I think this is Xbox's biggest weakness.
Lack of brand identity.
It lacks an identity I think only because the things that gave it it's identity have been taken by the competition (Playstation) and implemented on there hardware.
Xbox used to be in the home of multiplayer experiences, the home of shooters, the home of the blockbusters.
There implementation of online was superior than their competitors to the point where they could charge for that service and still remain competitive against the console that provided an inferior service albeit for free.
Halo was the pinnacle of shooter on console for a period. And even when it was surpassed by CoD they made sure to make Xbox 360 the place to get that as well.
They not Sony we're the ones to first push the cinematic Hollywood blockbuster experiences that people deride Sony now. Halo 3, Gears, Fable etc. Playstation had those experiences but they weren't produced by Sony till Uncharted. Xbox worked very hard to make sure those experiences produce by Publishers which were exclusive to Playstation during the PS2 generation came day and date on there platform.
Unfortunately for Xbox It was easy for Sony (apart from the games) to implement these into their next console thereby taking away Xbox unique selling point away. Playstation implement party chat, Achievement system in Trophies. Got key marketing deals on CoD, Destiny etc. And eventually from 2016 onwards releases those the Summer blockbuster games, Uncharted 4, Horizon, God of War, Spiderman, Last of Us 2, Ghost of Tsushima.