Cakewalk recently tried its hand at a slogan and we got "Committed to awesomeness". Obviously aimed at the 15 - 20 year olds. And of course, lets not forget the Bakery. I think that was an attempt at hipness, but who knows.
You can't beat Sonar for value, unless of course companies start giving their stuff away to sell hardware. There's really no counterpoint to that type of competition. Thankfully we're not there yet. By way of an analogy, I have a close friend who's been on the road for 40 years and released a lot of albums. When he sees a new performer explode on the market after a lengthy career of 6 months on YouTube it kills him just a little bit. If Macs come bundled with Logic, every sale will kill Sonar a little bit.
I still maintain that Sonar's legacy is what holds it back. Good ol' Sonar, it'll always be there because it always has been there. No one really has a comparison chart of the top DAW's that lists feature against feature. Maybe it's time to do that. There's 2 main strategies for winning a market. Cost and differentiation. There's always a market for cheap and there's always people that will buy based on features, preferably unique features.
At Christmas I tried a Sony VR system. It cost about $1,400 and was extremely cool. I wouldn't buy one at that price today. However, if somebody develops the right app for me I'd start selling guitars, because it is a great experience that moves simulation to the next level.