It’s not easy being number two. As a marketer, you have limited choices – you can pretend you’re not defined by the market leader, or, you can embrace your position and go directly after your nemesis.
For years, Bing executives have privately complained about how hard it is to “break the Google habit,” even as they refused to market directly against Google. They were Avis, always trying harder.
No more. Today Microsoft announced its “Bing It On” challenge, a direct descendant of the iconic Pepsi challenge more than 30 years ago (the fact that I still remember that marketing campaign, and feel good about it, is a testament to its power).
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