JKR

Google has made the dictionary as the definition of searching on the Internet. Obviously it’s fantastic to define a category, but while many of us do the hoovering, we might be actually using an Electrolux.

Microsoft’s new search engine is called Bing, and because it doesn’t just search for what you want, but also helps you decide what you want*, it aims to create a USP as a “decision (as opposed to search) engine”. It also looks great – replacing Google’s stark white with a selection of nice landscapes and dodging the cliché “we’re just kooky guys” logotype styling of the category with something cooler.

So it looks better and functions smarter, but will I switch from Google? Probably not, because like most consumers I am lazy and not that engaged with the category. Branding can only do so much, and it doesn’t help that Bing is saddled with an instantly forgettable name. Still, it would be nice to have shares in it!

*see here for a deeper explanation if you want to connect with your inner IT Crowd: www.decisionengine.com