OPINION: The urge to verb up

By: Dave Webb - Computerworld Canada (02 Jul 2009) Especially in the Web search market, companies are recognizing that success is about sharing, not guarding, the brand When I grow up, I want to be a verb. When Microsoft Corp. recently launched the most recent evolution of its Web search project, the name drew mixed reviews. “Bing” was an odd choice. (One blogger wondered why Microsoft had named its search engine after the most passive-aggressive character on the sitcom Friends.) One of the prominent rationales for the choice, according to Microsoft head honcho Steve Ballmer, was the name’s potential to “verb up.” The trend toward brands becoming verbs is a recent one, and it’s been largely confined to the search space. In fact, it’s pretty much become a necessity for any kind of market share in search. Have you ever... [read full story]                    

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