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Tom Foremski: IMHO

Tom Foremski
Home / News & Blogs / Tom Foremski: IMHO

If Black is the new search why not branded search?

By | April 10, 2008, 6:34pm PDT

Summary: 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 [...]

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?

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Topics

Google Inc., Brand, Search Engine, IAC/InterActive Corp., Yahoo! Inc., Branding, Search, Marketing, Tom Foremski

Tom Foremski reports on the business and culture of Silicon Valley at the intersection of technology and media.

Disclosure

Tom Foremski

Tom Foremski is the editor and publisher of Silicon Valley Watcher and Silicon Valley Watch. Tibco Software is an advertiser.

Biography

Tom Foremski

In May 2004, Tom Foremski became the first journalist to leave a major newspaper, the Financial Times, to make a living as a full-time journalist blogger. He writes the popular news blog Silicon Valley Watcher--reporting on the business of Silicon Valley.

Tom arrived in San Francisco in 1984, and has covered US technology markets for leading computer journals around the world.

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