Sony were notorious for their narcissistic marketing approach of flaunting the brand as opposed to the hardware or software. Half the time with their advertisements, the consumer is left scratching their heads as to what exactly Sony is advertising.
They aren't completely inept of marketing their playstation brand though. Butler's inception was arguably a stroke of genius. The advertisements not only showed off the Playstation brand but as well as the games it was attempting to market. Also where marketing fails, word of mouth usually does Sony's job for them. LBP, Infamous, Uncharted all had weak initial sales yet are now strong established IPs from what I believe to be strong word of mouth as opposed to Sony's marketing.
Like DirtyP2002 stated, they just have a different approach.
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