Earlier this month in Las Vegas I sat on a brown leather couch in the Microsoft press tent across from Bryan Lee, one of the senior execs charged with making Zune a success — not as a one-off product but as a brand playing a vital role in the company’s connected entertainment mission. Lee and his PR aide had their own brown couch in the small conference room, a decorating scheme echoing the Zune Lounge across the drive in the Las Vegas Convention Center. Message received: Branding matters and even in the pre-fab world of CES, Zune should be as cool as they can make it. Huddling over a small table may work for Windows Mobile but it doesn’t match the image Microsoft wants the press or the public to have of Zune. You could also describe Lee’s job as manager of expectations, treading a narrow line between touting a new brand that he and others at Microsoft think could be the company
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