Interesting take on how JWT combatted Google with their Bing campaign.
While I don't know how Bing is a better "decision" engine than Google, I appreciate the delineation between "search" and "decide". It also touched on the challenge to sort through the infinity of search results any novice Google user can face. Decide is a much more powerful evocative word.
This is a good example of competitive positioning, especially against a brand such as Google, whose public reputation is almost beyond reproach. As long as the product pays it off, failure won't be for lack of good positioning.
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