Microsoft Brands

Something is jarring about this clause from today's NYT:  "[Microsoft] is marshaling some of its most powerful brands as never before: Windows and the Xbox."


Windows is undoubtedly well-known.  But "powerful"?  I think of a powerful brand as one that has such strong and favorable connotations that, by simply lending its name to another product, it can also bestow some of its good will.  Windows does not strike me as such a brand. Moreover, extending a brand is risky - better to share the name with equally good products rather than hope consumers will never notice that the new thing is not quite like the old.