I don't think Microsoft gets it.

Today MS unveiled their answer to competing with Google's pervasive search engine, to little fanfare: Bing. It stands for "But It's Not Google." An apt name.

Having never used this engine, but having tinkered with it's boring and obviously-named predecessor, Live Search, I deemed it uncutable to mustard. However, Microsoft surely doesn't lack engineers and talent to develop a highly potent search engine. They're Microsoft, for crying out loud. So what's the problem, and why will they never topple Google and other as-of-yet-unfounded companies in these lucrative markets? The brand.

Google has managed to develop what all marketing departments aspire for: mystique. Google has become more than a search engine. It's the leading edge in innovation. It employs the best, brightest and most creative (It's the #1 pick of dream employers by MBAs for three years) and is famed for it's corporate culture. The image Google has built is fun, light, easy and on our side. If we have an online gripe, they're working on it, and if it can be dreamed of, they're looking into it.

Then there's Microsoft, the pricey Wal-Mart of technology. Disfavor was heaped upon Bill Gates until he began dropping bags of money out of blimps via his and his lucky wife's foundation. As a large profitable corporation, they were attacked. For their seeming omnipresence and omnipotency they were chastised and sued. A lot. Headlines of lawsuits against your company=bad marketing, and not good publicity, despite the enduring saying. They aren't known as anyone or anything's allies. Their products have become iffy and also-rans. Who in the Hell actually has a Zune? They aren't innovators, and they aren't excited about the future in the way Google is.

It's all in the vibe and people, especially in these times, want good ones. Check out Google Wave: http://mashable.com/2009/05/28/google-wave-guide/ . These are solutions and this is innovation, not another "me-too" product. Google Earth is incredible. I've also looked into Google squared, the tool that will kill Wolfram|Alpha, and these items will be introduced as another great product that you take(for free) or leave, but will eventually end up using, but never because you must. Microsoft isn't competing on competence, so that leaves collusion, governance and flexibility. It has none of these on its side. Here lies their problem. I'm going to think of solutions.

Microsoft has become a victim of its own success. Back in the day it was known as the free-wheelin', be-bopping and scattin' place to work, and the money was pouring in. Now they make IBM look like Disney. Maybe that's an exaggeration. But their President and marketing team need to look in the mirror and be self-aware. It's a battle between the smart, awkward nerd, and the smarter cool kid. You can name the nerd Bing, but he's still going to be beaten.