Our intrepid political blogger Kevin Drum posted last Thursday on whether anyone is actually using Bing, Microsoft's newly revamped, rebranded search engine. So I just had to share some fun stuff I read in Business Week last month about how Bing—already targeted by bloggywags as an acronym for "But It's Not Google!"—got its name. (I can't say I use Bing, but I have tried it: The home page is prettier than its rival's, but after searching it for "Michael Jackson," and looking at the list of results, I got to thinking that the Gates Posse should have called it Biig: "But It Imitates Google!")
Big companies just can't come up with clever names the way we at Mother Jones brainstorm clever headlines—that is, in a brief, frenzied series of internal emails. These days they feel compelled to outsource. According to the June 15 story by Bizweek marketing editor Burt Helm (the issue caught my attention because my birthday is June 16) Microsoft hired a firm called Interbrand, which set eight of its employees to brainstorming around themes like "speed" and "relevance." In six weeks, the team came up with 2,000 names, then nixed the lamest—somehow overlooking Bing—and whittled the list to 600.
[Read more in the Riff blog]