Bing_Brand_Briefing.pptx

Microsoft ConfidentialPresented by Natalie Bow (natbow)The Bing StoryMicrosoft ConfidentialBing Trifecta New Name•Bing is associated with “fast,” “easy,” and “delight”—all qualities that map to the search experience. New Category•Bing is a decision engine. Not all searches are the same, so not all search engines should be the same … it’s of the category yet distinct within it. New Product•Bing simplifies Search, cuts through the clutter. • With features such as best match, preview and instant answers, Bing saves clicks and finds the most relevant content. • In the areas of Travel, Shopping, Local, and Health, Bing provides categorized results in a more organized way so users can make more informed choices, more quickly.Microsoft ConfidentialBrevity AppropriatenessLikabilityNamingMicrosoft Confidentialgame (Japan)bi-ying [ready to respond] (China)loudexplosiveExclamation point (UK)gamesA eureka moment (UK)busy springing (Japan)energeticBang!jackpotfleetingactivefastburstblandzestpowerA distinct soundpreciseagile (China)Free Associations (all markets)Microsoft ConfidentialBing is a decision engine that is the faster way to make more informed decisions. PositioningMicrosoft ConfidentialSearch and InformationIntelligence and Decisions“Search results”The decision that’s right for youObscure explorationPractical, enjoyable exploration en route to a decision“Everything in the world” data dumpOffer what you need most to make decisions that matter to youLiteral keyword matchesContext, insightThe algorithmChampion the human applicationList of LinksSurfacing intelligenceFrom the current modelTo a new categoryParadigm shift from search to decisionsMicrosoft ConfidentialBing Positioning StatementBrand positioning: Bing is a decision engine that is the faster way to make more informed choices.Full positioning statement: In a world of excessive choice and too much information, it’s often difficult to make the right decision. What you need is more than just a search engine; you need a decision engine. Bing is a decision engine that is the faster way to make more informed choices. Instead of solely presenting a list of web links, a decision engine provides useful tools to help you get what you want faster. It organizes popular results by category to help you get the answers you’re looking for without having to guess at the right way to formulate your query. And built right into Bing is a set of intelligent tools to help you accomplish important tasks like buying a product, planning a trip or finding a local business. Microsoft ConfidentialBing is a decision engine that gives best results,•autosuggest •instant answers •best match •deep links •preview (web paragraphs) •smart motion thumbnail (videos) •infinite scroll (images) •Powerset technology… organizes your information•comprehensive index •explore pane •galleries / categories •quick tabs •recent searches… a nd provides powerful insight tools. •shopping: product search, opinion index and cashback •travel: price predictions, deal / no deal, hotel rate map overlay •health: expert answers, e.g., Mayo Clinic •local: 1-click directions, mobile walking directions, 2D and 3D maps bird’s eye viewsis of the category, yet a specialist within itprovides a consumer intelligence service is the product of Microsoft’s technical expertiseBing™ is a decision engine because it… Microsoft identified three design goals to guide the product development of Bing: deliver great results; deliver a more organized experience; and simplify tasks and provide insight, leading to faster, more confident decisions.Product PillarsMicrosoft Confidential‘decision engine’ as described by participants ““““““It’s not going to give me millions of choices – I don’t want all the research – I want the important essentials - NYCIt would help me focus – cutting out a lot of the extra stuff you don’t need – would make me more efficient and focused - NYCAn engine that’s able to narrow down your choices but not limit your decisions - NYCIt’s an intelligent search engine – it sounds simple and attractive - LABing gets somebody who searches a lot and uses a the internet a lot and some of the frustrations we have - LAIt’s kind of like a personal assistant – if you need a way to help tailor your decisions, this website can help customize and break it down for you and give you the best options for you - LAMicrosoft ConfidentialRole of Brand Identity SystemBrand ToolkitMore comprehensive index and resultsVisual IdentityMicrosoft ConfidentialBing Brand CharacterIrreverent Yet Playful. With a touch of wit, Bing isn’t afraid to have fun. We take decision- making seriously, but we don’t take ourselves too seriously. Fresh. Bing stays ahead of the curve, constantly innovating and delighting our users. Helpful: Bing is here to make your life better, built by smart people who set out to help you get what you need with fewer clicks. Vibrant: Bing brings energy and excitement。