Marketing with Opposition

Question: How does another company compete with The Giant (David and Goliath)?

Google is the King of Search Engines and Microsopht thinks it can eek out a little of that market for itself by spending $100 million dollars (pinky to the crease of the mouth)...

What do they name the new search engine? the acronym of

"But It's Not Google..." Bing.

Not Bling. Not Bing Crosby. Not Bing Surfboards.

Setting up an apparent opposition is to create a market from the dissatisfaction of consumers. But what happens if you oppose a company which does not have a lot of dissatisfied customers?

Their marketing campaign, naming convention, and their $100 million dollars (pinky to the crease of the mouth)... are revolving around a concept which has already named Mocrisoft the looser. The Mac/PC wars are old now, but the model remains: If you are in opposition to Microsoft then you are probably the Better Company!

http://sethgodin.typepad.com/seths_blog/2009/05/the-next-google.html