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Yahoo! Who Becomes Yahoo! Bing Who?


Binghoo announced [1] the rebranding and/or renaming of their ad network to Yahoo! Bing Network.

Though a primarily Earned Media chap, I did have a few words of advice to Google’s largest competitor. “What???????

From the announcement: “Today we are pleased to introduce you to the Yahoo! Bing Network, the new official name for our combined search marketplace. It reflects the commitment of both Microsoft and Yahoo! to bring you a broad, high-value, and engaged audience that helps grow your business.

My branding hat says this is a confusing mess, while my corporate politics hat says this is a brand reinforcement play from Marissa Mayer [2],  Google’s ex and Yahoo!’s current #1 employee.

I’d like a show of hands… how many of you can say the new name “Yahoo! Bing Network” without tripping over the words, or trying to give it a cool new abbreviation? (Especially given the exclamation point!)

*My* point exactly.

Although I wish these guys the best of luck in their head on race with Google, I’m not sure a name change – and a confusing one at that – is the optimal path to success.

What do the search folks out there think?


About Grant Simmons

Grant Simmons+ [8] is an Online Marketing Professional at The Search Agency driving product development & innovation as Sr Director, SEO and Social Product.

Grant has over 22 years experience in both traditional and digital marketing, working with such companies as; Paramount Studios, Countrywide Wholesale Lending, M&M/Mars, Disney, Napster, Warner Bros., UPS, SunAmerica, Red Bull, Young Presidents’ Organization, GE Plastics, Amgen and Fox Sports.

As an entrepreneur, Grant has been key to the successful branding, development and launch of several thriving and innovative Internet startups.

Described as an online marketing strategist, motivator, entrepreneur, idea machine, experienced bridge between marketing & technology, Grant prefers; father, sailor & innovator - though not necessarily in that order when there's a fair wind.