Microsoft advertises their new Surface tablet
Apple advertises the iPad
What's the difference? Microsoft is attempting to sell you their brand ("Look! You'll be cool if you have a Surface!!) while Apple is trying to see you a product ("See what you can do with an iPad?")
Many people will tell you that Apple has the strongest brand in the business. They earned the brand by building products that people want to buy and use. Microsoft focuses on building a brand but fails to deliver products to support it.
My friend Kristin Zhivago has saying:
Your branding is the promise you make.
Your brand is the promise you keep.
What promise do you keep?