I really have no idea, Microsoft are pretty hopeless right now, BUT, I would propose that we start by owning "the name".
Xbone - Stickin' it to Sony
Xbone - Sticks N Stones
Xbone - Give One To Your Dawg
Or... If we're really cheeky:
Xbone - Sticks n stones may break my bones, but words will only hurt Major Nelson
... Now before you judge my suggestions, I want you to consider one thing:
Microsofts own fucking tagline was "All in one. Input one."
It literally couldn't get any worse!
They could've basically gone with "Xbox One. It's a console and shit" and it still would've had a greater impact.