If Black is the new search why not branded search?

My recent post speculating about an Apple branded search site was inspired by Barry Diller's IAC launching a new search site focused on the Black Community. Please see: Black Is The New Search: Barry Diller's IAC Launches Its First Home Grown Business - A Black Search Site Search is becoming a commodity and so brand is going to be more important in the future.

Study: Good Brand Can Make Search Seem More Relevant

The study showed that when a searcher was given an identical result set across Google, Yahoo, Windows Live Search and an in house search engine, Google and Yahoo came out as more relevant. Why? Because of the brand of the search engine. Despite the results pages being identical in content and presentation, participants indicated that Yahoo! and Google outperformed MSN Live Search and the in-house search engine.

There is no right answer to any single search query, multiple answers can be produced. Why not an Apple branded search service? Why not a Gucci branded search?