• http://www.pollywoginc.com Devon Thomas Treadwell

    Outstanding analysis, Danny. Thank you for that.

    From a branding perspective, Google has the home turf advantage in search. When it comes down to a single word that each company owns in the mind of the audience, Google means “search” and Microsoft means “software,” in particular Windows. It’s almost impossible to dislodge strongly held positionings like these.

    Google has an uphill battle trying to make its brand mean more than search. Sure, people know about all the other products and services Google has become involved in, but because the company is now so diverse, nobody quite knows what other word captures the brand.

    Microsoft has the same problem. “Search” will never be the word that comes to the collective mind of the mass audience when they think of Microsoft.

    So, as a brand, Microsoft can forget about competing in a meaningful way with Google, or Yahoo for that matter. They ought to distance the Microsoft brand from Bing and just market it as a niche product. Instead of saddling it with all the brand baggage of Microsoft, let it be its own small brand that competes on the merits of its product advantages, a la Hunch.

    But I suppose it’s hard for a 500-lb gorilla to think that way.

    By the way, you might be interested in the short blog post I wrote on “Bing” as a brand name: http://pollywoginc.com/blog/2009/05/26/it-dont-mean-a-thing-if-it-aint-got-that-bada-bing/

  • http://www.resultfirst.com planetanand

    I guess it will really take some efforts to overtake Google, Yes i certainly agree that Google will be Google for the next 2-3 Years, but Since Microsoft is a big Brand people will take notice of it – they would be doing PR for this in a big way and if it proves what is said about than Google would have to sit on the edge and await for the results and innovate itself. Yahoo is totally out of context as of now…

    Anand Krushnan – Director – Direct Marketing (Resultfirst.com – Performance Based SEO)

  • http://www.4321traffic.com andyhugh

    Nice post Danny

    I can still remember the first time I did a search using this Google thing I was told about. It was like someone had turned open a light and I thought this was what search was meant to be. Sorry to hear that Bing will not give me the same feeling. Time will tell how well Bing actually is.

    Andy

  • http://ericmeyerson.com/wp ericmeyerson

    Great post.

    In fairness to jerry yang, he wasn’t ridiculed for failing to use the word “boatloads” (or another euphemism for “a lot of money”) when he said he was still open to a MSFT deal. He was ridiculed because when he was still open the deal, YHOO’s stock price was down 60% from Ballmer’s last offer. YHOO’s stock had been inflated substantially because of rumors of a deal. MSFT offered a substantial premium even on that, and yang basically sabotaged the deal. (“Botched” the deal would imply that he was interested in it completing.) Given what’s happened to YHOO’s stock price since then, Ballmer really should send a “thank you” note to yang, who has saved MSFT billions in write-downs.

    The fact remains that YHOO and MSFT, while not market leaders, are great brands with good and popular products. During a recessionary period, when startups are not getting funded, they should have an easier time hiring executives and managers who need to pay the mortgage.

    Anyway, I enjoyed this post. Now I’m going to give Bing a spin.

  • http://managinggreatness.com Gil Reich

    Great post Danny. Y! and MSFT can’t stand the idea of being #2 in the world’s most lucrative space, so they’re positioning themselves ridiculously.