Project Overview
In 2009, Microsoft rebranded their unpopular search engine Live Search as Bing. At the time, Google dominated with 90% global market share. Microsoft spent a reported $100 million advertising the new brand, but the name was a flop, widely criticized as overly corporate and awkward. Five years later, Google still controlled 90% of the search market and Bing’s market share hadn’t budged from the 3.5% it captured on release.
Nearly 15 years later, with a pivot to generative AI and the launch of a new chat format, Bing is starting to make a real case as a Google alternative. But what might have happened if Bing got a better name from the start?Client
Microsoft
