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  Bing – Microsoft's new search engine


You'd expect those at the helm of a venture of this stature to understand the benefits of high quality branding.

Microsoft has got this partly right. Bing is an infinitely superior name to Live Search. Bing works as a noun and a verb but it will have to offer something extraordinary, something that Google cannot and will not deliver to win the place Google so competently occupies.

It looks like the branding professionals were called in too late. The strategy appears Google-led. The name is a competent offering but the design stinks. The brandmark has been very poorly handled. It looks naive and amateurish. The horizontal scaling issue compounds this impression.

With good reason I might like to Bing but at the moment I prefer to Google.


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