Branding And Marketing – Will Microsoft Teach Us How Not To Do It?
If you thought that branding and marketing was hard enough – try to rebrand your image – it’s even harder. I have a feeling we may see a real lesson in rebranding courtesy of Microsoft when they release their latest version of Live Search.
Live Search is currently running a distant third in the search stakes and Microsoft would love the opportunity to at least challenge Google for some of its search traffic. Microsoft’s latest version of Live Search is about to be launched, reportedly with the name Bing. This is despite it being known in the industry for the last four or five months as ‘Kumo’.
The problem for Microsoft, particularly long term, is how do they rebrand themselves, and their image. Individuals go to Google or Yahoo first when searching – for a reason. The perception is that they are ‘better’ and no matter what name Microsoft use – they will still be Microsoft.
Added to this will be the confusion being generated. We have Microsoft Live Search, will has become known within the industry as ‘Kumo’ but which now be released as ‘Bing’. If Microsoft get their way and merge their search with Yahoo who knows what sort of name they will come up with – perhaps MiHoo or MicroHoo?
Microsoft may find that sticking with ‘Kumo’ may have been easier. The name is known and familiar to many now. They are about to throw millions of dollars – some reports suggest $100 million – on a marketing campaign.
Whether or not their marketing campaign succeeds or not it will be an interesting lesson – either on how to do it, or most likely, how not to rebrand your image. Branding and marketing can be one of the toughest task online – rebranding even tougher – sit back and watch how Microsoft accomplish it.
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