Microsoft Will Never Catch Google

    January 4, 2005

One reason Microsoft will never catch Google in the search race is because Microsoft isn’t a verb.

Even if you try to use “MSN” or “MSNSearch” or “Microsoft” or even “Longhorn” as a verb, it doesn’t work. When was the last time you “Microsofted” something? When was the last time you “Longhorned” someone? Geesh, that sounds like pornography.

Now on the other hand, when was the last time you Googled somebody? Or Googled a subject? See the difference?

When you use Google as a verb you are immediately excited and happy. When you use Microsoft or Longhorn as a verb you don’t get the same joy.

Honestly, it all ties back to brand loyalty and I don’t think Microsoft has brand loyalty. At least not the same kind of brand loyalty as Google. People want to use Google but they’re forced to use Microsoft.

Happy Googling!

Jason Dowdell is a technology entrepreneur and operates the Marketing Shift blog.