Live Search To Be Re-Branded?

Many may have noticed that, in the past few weeks, several changes are beginning to pop with Live Search. Live Search has redone the Live.com home page, announced the CashBack program, integrated Farecast.com into Live Search, updated Live Search for Mobile, pulled the plug on Live Search Books and Academic, revamped Live Search Club, completed a major deal with HP to pre-install a Live Search Toolbar on all new HP computers, offered new webmaster tools and 404 redirects, expanded searchandgive.com and announced SearchTogether Beta.

There are reports that Live Search may even be in for a complete brand image change.

So, does Microsoft need a new search brand?

Microsoft's brand problem with Live Search isn't the name or the logo but the product itself, and the only way to fix the brand is to continue to work on building something worth branding.

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