App is for Apple: Neurolinguistics in Apple and Microsoft ads

Perhaps Apple's most brilliant chess-move, and they've had a lot!, was getting the smartphone industry to converge on the word "App" for software that runs on the small screen. Because of this word usage, even an Android "App" primes the word "Apple." Brilliant devils.


However, Microsoft now gets some credit in this same arena. They originally marketed Bing.com as a "Decision Engine." At first this was received as a little silly, because Google results provide information to allow you to make decisions, too. Aside from some search-results presentation differences, was Bing really a new kind of decision engine? Now the endgame is at hand with Microsoft's new slogan: "Bing and Decide." Yes, it superficially awkwardly means, “use Bing to make a decision, because it's a Decision Engine." But it also, and much more importantly, means use Bing and decide if you like it better.

Hat's off to Microsoft for getting in the game here, after clever re-naming of Project Natal to "Kinect" (kin = 1) family, 2) motion, + "connect" invokes a) web, b) friends)