Ok, so you have to read a bit further to decipher my metaphor (suffice to say that Bing clearly isn’t Bolt)…..‘Google’ - formerly a proper noun, has effectively morphed into a verb. Yes it was slow, but is now widely accepted and understood, entering the lexicon as the verb referring ‘to execute a web search’ (ie they are the Bolt of web search).
Lets Bing it I first heard the expression
‘let’s Bing it’ – in a
sponsored section of the Rachel Zoe Project tv show earlier this week. Having taken a couple of days to ponder my reaction, I still feel that the expression frankly sounds forced and quite odd.
Although Bing has to differentiate itself from Google, (with eg their TV creative poking fun at the shortcomings of other search engines) they now go head on to challenge Googles’ ubiquity. But can you think of anyone who would get what you meant if you said “I binged that ”?.. I don’t think so !...not yet anyway.
Going for GoldBing works really well, looks good, and provides different results to Google, and I love any brand that offers me a better solution. So, yes I
applaud Microsoft for having the tenacity to set their benchmark as at least a dead heat – and to metaphorically race their Usain Bolt.
Imagine being the Bing CMO who could also change the language – and claim to have turned Bing into a verb from a noun, let’s watch and see.
