If I were in charge I'd fire the ENTIRE marketing department and start fresh. They have lost the tangible sense you need in order to understand your customers and communicate with them. Much like when UPS decided to almost ruin a brand recognized world over by launching a campaign that re-branded them as "brown". What an absolutely clueless move!
Microsoft examples abound. From commercials with people dancing around a table snapping magnetic keyboards on and off a device to "Cortana" (WTF!), a name only a mother could love and want to say all day long.
I am disappointed because they have a lot to offer. They just don't seem to have a clue as to how to make the right decisions any more. Please fire everyone and hire me as your benevolent dictator. Almost anyone could do better.