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Report: Microsoft Considering Rebranding 'Live' Offerings

A Microsoft executive said today that Microsoft may be considering rebranding its Live search engine brand.

According to the Associated Press, Kevin Johnson, president of Microsoft's platforms and services division, commented during a conference that the company needs to fix its online search branding.

When asked by an audience member for clarification on the statement, Johnson replied, "Fix means fix...if that means change, we'll change," referring to changing the name of Live, according to the report by the AP's Jessica Mintz.

"Now that Microsoft has abandoned its $47.5 billion takeover bid for competitor Yahoo Inc., its marketing team is working on fixing Microsoft's search image to make it more competitive with Google Inc.," Mintz wrote in part.

Microsoft and Yahoo's negotiations officially fell apart on May 3, although talks regarding a potential partial acquisition continue.

About the Author

Becky Nagel is the vice president of Web & Digital Strategy for 1105's Converge360 Group, where she oversees the front-end Web team and deals with all aspects of digital projects at the company, including launching and running the group's popular virtual summit and Coffee talk series . She an experienced tech journalist (20 years), and before her current position, was the editorial director of the group's sites. A few years ago she gave a talk at a leading technical publishers conference about how changes in Web browser technology would impact online advertising for publishers. Follow her on twitter @beckynagel.

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