I think Sony should make a new Legend of game. The legend of series sold a decent amount and if they can innovate and match Final Fantasy it'll bring the world to its knees.

The name "Sony", is already a household name.

Sony need to have a franchise that will dominate in the states, like halo does for the 360. Some kind of big heavy hitter that will sell over 6 million copies as Microsoft have America in the palm of their hand

Easier said than done. Those type of games just don't come around too often, regardless, it's not like Sony isn't trying to get the attention of the NA audience. Look at the type of games they have in production; MAG, R2, KZ2, DC universe, Infamous, Socom and the Agency. I wouldn't be suprised with the next ICO game includes a buffed up space marine as the main character.

Who knows? maybe Sony will eventually strike gold and get a game like Halo (in terms of American sales), but it can't be replicated, otherwise, there would be plenty of racing sims out there with the selling power of GT.

It's really all about the hype and marketing machine.

If you're talking about games that anyone - not just gamers - can recg... recz... ah, screw it - identify, then Sony's household names would be Singstar, Buzz and GTA, with LittleBigPlanet being a potential candidate if it manages to even somewhat meet its hype. Other IP's don't have a chance of achieving this.

If you're meaning "gamer only" brands, Sony has quite a few of them. The problem is that:

1) Sony (or a valid 3rd party company) is pretty much already investing in every somewhat valuable brand it has. Unless you're doing something like Smash Bros. it's pretty much a waste of time, money and effort to raise stuff like Wipeout from the grave.

2) Most of Sony's new brands either don't exist yet, or are in their first or second iteration. Building a brand takes a while, and also requires consistency, both in the number of released titles and quality.

3) Every new, somewhat important, PS release is being hyped to the moon. This creates unrealistic expectations for every new IP, and if (when?) they fail to meet those expectations, it hurts both the IP and the PS3, sometimes irrevocably. I know you're supposed to promote your game and bribe the reviewers to make them sell more, but goddamn, enough is enough.

By not churning out an endless parade of sequels Sony has kept me playing their games. Sadly, it appears that sequels are the only thing that most gamers want.