Idk about this, but I think celebrity endorsements would work well with making MS products look cool...
If tv shows & movies that attract young people flashed Surfaces, and Lumia Flagships, instead of iPhones and macbooks that could really cause some mass appeal...
After all mass appeal, due to apples good marketing are what make them the brand seen as "most premium" & the best of the best
If they could get Beyonc? or Drake to be in a GOOD & WELL MADE Lumia flagship or Surface commercial that could do MS some good, and shed some positive light on them....
Just don't do it for a budget device