Microsoft’s Request: Use Bing, Don’t Google It
Excerpt:
Bing, the name Microsoft gave to the new search service it unveiled Thursday, is its answer to Google — a noun that once meant little but has become part of the language as a verb that is a synonym for executing a Web search. After months of, uh, searching, Microsoft settled on Bing to replace the all-too-forgettable Live Search, which itself replaced MSN Search.
Microsoft invested billions of dollars in those services and failed to slow Google’s rise, so a new name certainly can’t hurt.
Microsoft’s marketing gurus hope that Bing will evoke neither a type of cherry nor a strip club on “The Sopranos” but rather a sound — the ringing of a bell that signals the “aha” moment when a search leads to an answer.
The name is meant to conjure “the sound of found” as Bing helps people with complex tasks like shopping for a camera, said Yusuf Mehdi, senior vice president of Microsoft’s online audience business group.
And if Bing turns into a verb like, say, Xerox, TiVo or, well, Google, that would be nice too. Steven A. Ballmer, Microsoft’s chief executive, said Thursday that he liked Bing’s potential to “verb up.” Plus, he said, “it works globally, and doesn’t have negative, unusual connotations.”
Some branding experts said choosing the name Bing was a good start, but also the easiest part of the challenge facing the company, since most people turn to Google without even thinking about it.
Other links:
Bing Find out morewww.bing.comComment: I have somewhat of an anti-Microsoft bias ... but will give it a try. Remember when
Yahoo was
the search engine? Or
AltaVista?
