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.
The fact of the matter is that "Google" might as well be in the dictionary, even I say "Google it" when referring someone to search the web for something. Microsoft needs to figure out how to overcome that, if there is even a way, and all the brand changes under the sun still won't help if their service sucks.
But then maybe it should be re-branded. I don't see myself ever saying something like "Windows Live it" when referring someone to search the web for something. It just wouldn't happen anywhere, so maybe that's [part of] the key.
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