Openness is everything when trying to regain trust in players both fans and non-fans alike. The fans appreciate letters and dialogue because they feel listened to, and non-fans simply get to hear more about development and gameplay features. For little time and effort, you've established good relations with gamers. I'm honestly surprised more companies don't invest even a little bit of time on this front.

As for Final Fantasy, I feel like they are still getting over a hump. They've had some awkward growing pains in recent times, which they are only now getting out of. I think FFXV will be a major point in their history. How that game is received will determine how well this 'rebranding' period has actually been.