Google started as a noun and became a verb. That’s what I call brand strength. Can Bing do the same? Bing is Microsoft’s name for its new search service, as noted in the New York Times’ article “Microsoft’s Search for a Name Ends with a Bing.” Microsoft CEO Steven Ballmer was quoted as saying he liked Bing’s potential to “verb up.” That’s a phrase I can do without.

According to Microsoft, Bing isn’t a search engine, it’s a “decision engine.” That’s clever, and so is the name Bing. It’s like that bell that goes off when you’re a winner. And it’s a much better name than Live Search, which Bing is replacing, which in turn replaced MSN Search.

Can Microsoft  make a sizable dent in Google’s dominance of the search market? It will come down to two things: ease of use and results. But even if Microsoft delivers on both and creates a better search experience for users, they won’t overtake Google, which is so far ahead that competitors can’t even see their dust, let alone eat it. Remember Immutable Law of Marketing #1 from Al Ries and Jack Trout: “It’s better to be first than it is to be better.”

Good luck Microsoft. I can’t wait to Bing.