I am sure you heard the blockbuster technology news this week that Microsoft is trying yet again to take on search giant/monopolist Google with a new search engine called "Bing."

We shall see if we end up respecting — or "disrespecting — this Bing.

The Microsoft marketing people are trying to conjure up a fanciful image of the new Bing brand as being "the sound of found" for people looking for all kinds of things on the Web (don’t know about you, but "sound of found" sure is a hokey line!).

So, instead of signifying Bada Bing, or Bing the cigar chomping faux business columnist of Fortune, Microsoft’s new baby Bing will be the search product that represents the sound of finding exactly what you want in the massive online universe called the Web. Not the worst brand name or value proposition I have seen for a new Internet product.

Bing certainly is a better name than "Live Search," the essentially failed Microsoft search brand it replaces. Of course, snarky Web wags are already calling BING a synonym for "But It’s Not Google." Darn, wish I had thought of that!

Bing seems to have more of the functionality of an online shopping decision site (like those ubiquitous e-commerce aggregator sites such as NexTag or Smarter.com), than just a typical search engine. Perhaps that is a good idea, but it also just might get in the way for many people who don’t want shopping, or any kind of, advice when they are searching. I cannot yet vouche for the Bing experience as the site will not launch until next Wednesday, June 3.

BTW, the URL is www.Bing.com. That certainly is a strong, short and punchy Web address.

Will Bing succeed when every other Microsoft search venture has failed against the Google juggernaut? It might make a dent, but it might just crater, too. Microsoft’s track record in search is nothing to brag on. With all the money and senior management time Microsoft has invested in search over the years, the company only accounted for 8.2% of searches in the US during April 2009. Now that ain’t beanbag, but it’s not close to Google, which has continued to grow share.

Microsoft is certainly putting plenty of money in the launch kitty for Bing. According to the NY Times story, the launch ad budget is north of $100 million. The company has also inked partnerships with big computer makers like HP and Dell to put the Bing search button on the PCs of those companies. All told, the marketing budget for introducing Bing is said to exceed several hundred million dollars. That is serious stuff.

Good for Microsoft. As they say, go big or go home. This time, the Bing might finally get some respect.

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