We’ve all used it at one point or another – in a car, on a plane, with our friends, even with total strangers.  The phrase “Google it” has become a natural part of our lexicon – the shorthand for telling someone to do a web search.   And, it seems Microsoft has finally learned to conform to the masses, something it hasn’t done very well.  Ever.

Microsoft’s new search engine, “Bing” promises to be everything Google is and more.  Countless other search engines have tried unsuccessfully, but this time, Google may actually have a run for its money.  For a long time Google has kept a tight monopoly on our search lexicon.  Set aside the search quality issues, this has been a key marketing advantage which has undoubtedly played a huge part in it’s success over Yahoo and Microsoft.  Remember, when it first started, Google was the geeks search engine – the equivalent of the Bad News Bears sans the drunk coach.  Today, even Yahoo pales in comparison to Google’s fast and furious growth to stardom.

There’s no doubt that results will be the ultimate test in this battle of search strength.  But longevity and mental recency will be played out in the realm of brand loyalty and users willingness to “Bing it” or “Google it”.