What’s in a name?

Well, a lot, actually, and BoomTown supposes it would be just like those Pacific Northwest types at Microsoft to name the new version of its search service “Bing,” presumably after the cherry that is a big product in the company’s home state.

That moniker is one of many being bandied about in a group the software giant could be considering for the big relaunch of its search service, which the company has been prepping.

Microsoft’s search service is currently called–zzzzz–Live Search.

“All About Microsoft” crack blogger Mary-Jo Foley of ZDNet recently wrote about the Bing name, which is registered to the company, as well as “Hook” and the one that Microsoft is using now as its test name, Kumo.

Kumo means “cloud” and “spider” in Japanese, which seems a wee bit esoteric.

Today, paidContent.org dropped “Sift” into the mix, although it seems to be related to mobile phones, along with “Swivel.”

I, for one, am feeling both like flour and getting dizzy at the thought of those names.

Foley at ZDnet feels the same, noting today in a post:

“(Would Microsoft be crazy enough to trademark its general Web search engine and its search engine for mobile with two different names, say Bing and Sift? As Windows Live has shown, truth can be stranger than fiction….)”

Microsoft (MSFT), of course, is keeping the name for its search service under tight wraps, but it is obviously going to be spending a shipload of money on its branding in another attempt to catch market leaders Google (GOOG) and Yahoo (YHOO).

Microsoft has been recently talking to Yahoo about a search partnership deal, although they are likely both to keep their brands and search products in any event.

Nonetheless, execs and minions in the know laugh at me loudly when I ask them to leak it to me.

(Note to anyone at Microsoft: Pretty please, someone leak it to me, even if it’s in the form of a memo from the leaky cauldron that is Yahoo.)

I doubt someone will, though. “It’s like Fort Knox secret,” said one Softie source, referring to the Kentucky fortress where the largest amount of the United States gold reserves are stored.

Hey, if Auric Goldfinger, OddJob and Pussy Galore could get into Fort Knox in that most excellent James Bond film, I can certainly find out the name of Microsoft’s search service!

Personally, I like Bing, and cherries from Washington state are indeed tasty (and coming soon too!)

According to the Heart of Washington Web site, its state’s cherries rate. Some fun factoids:

- Washington State produces more than 50 percent of all the sweet cherries in the United States.
- The Rainier cherry, which is yellow with a red blush, was made from a cross between two dark red cherries, the Van and Bing.
- Americans eat approximately 2.6 pounds of cherries per year.
- There are approximately 53 pitted cherries in one pound of cherries.
- The Bing cherry, which all cherries are measured against, was first developed in 1874 in Milwaukie, Ore.
- The Bing cherry was named after one of Seth Lewelling’s workers. The Bing cherry was developed by Seth Lewelling.
- Washington cherries are shipped around the world; the top three foreign markets are Canada, Taiwan and Japan.
- In 2001, there were 29,000 acres of sweet cherries in the state.
- The Washington cherry season begins in late May with some product seen at farmer’s markets. Commercial shipping begins around June 5, and will continue until mid-August. The peak of the season runs from June 20 to Aug. 1.

Plus, if Microsoft uses Bing, they could also rebrand their MSN online service, “Bada” and their email product, “Boom.”

Then, they can get Tony Soprano as their spokesman with the motto: “Bada Bing, Bada Boom, Notta Bada Algorithm!”

Or better still: “If you use Google, we’ll whack you!”

Now, that’s more like it.

On my recent trip to Seattle, I visited the offices of iLike in the Capitol Hill section of that lovely Pacific Northwest city to take a video gander at one of the more interesting start ups to emerge from the social-networking arena.

The music discovery site, unlike a lot of others in its sector, has been plugging away for several years with much less funding–about $16 million from the founding Partovi twin brothers, former AOL (TWX) wunderkind Bob Pittman and a big slug from Ticketmaster (IAC)–but with a lot more impact.

Like its competitors, such as Last.fm, it has forged its popularity by focusing on linking its users with one other and musical artists via what they like to listen to.

Kind of like that old shampoo cliché: She told two friends and she told two friends and so on and so on and so on.

It’s actually quite an infectious app and also Web site, with 30 million registered users, and it’s one of the few that is useful on social-networking sites like Facebook, hi5, Orkut and Bebo.

So useful, in fact, that Facebook has selected the service as one of only two “preferred” partners, a designation Facebook announced today at its second developers conference in San Francisco.

iLike was the brainchild of Ali and Hadi Partovi, longtime Web entrepreneurs who have also worked at big companies like Microsoft (MSFT), and whose interest in music and online delivery was the inspiration for the site.

To make money, iLike has a number of businesses.

First and foremost it is essentially a lead-generator for sites like Amazon (AMZN), iTunes, Ticketmaster, and more recently, the Rhapsody subscription music service, with which it just added a somewhat restricted full-song playback offering.

And iLike has just launched an ad platform for concert promoters.

The brand itself, although focused on music right now, obviously has extension possibilities (iLike movies? iLike TV? iLike tacky theme parks?).

Most observers of iLike assume it will sell to a larger entity eventually, such as Ticketmaster, for whom the site has become a major referrer.

But the Partovis–who have sold start ups before–insist they want to build the iLike brand.

Here’s a video interview with Hadi Partovi in which we talk about all this and more, along with a tour of iLike’s offices:

Could the new and improved Yahoo CEO Jerry Yang actually manage to beat back the proxy fight being waged against him by activist investor Carl Icahn?

It increasingly looks that way, with only 12 days to go until Yahoo’s annual meeting on Aug. 1.

But exactly which Yang will be running Yahoo (YHOO), if he does win, is probably the most important question shareholders need to ask.

Will it be the seemingly energetic Yang of the past two weeks, invigorated by the battle with Icahn and his new best friend and Yahoo foe, Microsoft (MSFT)?

Or will it be the other Yang?

Because for months and months now, since Microsoft waged its takeover bid on the Internet company he founded, the woe-is-me vibe emanating from Yang has been working the last nerve of anyone paying attention to the proceedings.

Given that this vibe was combined with a kind of cave dweller PR strategy of not speaking publicly–other than releasing an indignant, noncapitalized letter every now and then about the situation–some questioned Yang’s ability to gin up the kind of passion needed to bring Yahoo back from its current straits.

Even before the Microsoft parry in February, the ho-hum mood had trickled down to the troops, causing lower morale, too many departures and a general feeling–deserved or not–that Yahoo has been circling the drain for much too long under its current lackluster leadership.

And, let us not forget the drippy stock performance either.

And while BoomTown, especially, has to give both Yang and also Yahoo President Sue Decker much credit for appearing onstage at our sixth D: All Things Digital conference in May, most who saw the appearance (we posted the whole thing last week, starting here) were not blown away by the performance, considering it too enervated.

What then, do we make of the current round of pugnacious, dare-we-say, passionate, and, as it seems, pretty effective moves Yang has made this week to ward off the attacks of Icahn and Microsoft?

I should have gotten clued-in to the shift when Yang actually made contact with me on July 9, after being out-of-touch for many, many moons, presumably due to pique over my 100-day Sacred Cow Countdown (he started it!).

As it happened, I was in Seattle visiting a lot of Pacific Northwest companies, including Microsoft, when he called.

After our discussion, I published these choice quotes from Yang in a post on July 10, titled “Jerry Yang’s Pledge: Not on My Watch”:

“I think handing over the company to Carl Icahn for the express purpose of hoping he can negotiate a complex deal with Microsoft is a big mistake for shareholders. This is particularly true since Icahn has no plan B and therefore will have no leverage and will be dealing with Microsoft from a position of weakness.

“Furthermore, Microsoft’s interest in Yahoo has been inconsistent at best and they refuse to even put a firm proposal on the table. Their motivations are suspect and there is simply no good reason to think they will actually show up at the end of the day. And then what will shareholders be left with? A weakened, Icahn-controlled Yahoo.”

Then Yang went into overdrive over that next weekend as Yahoo managed to make a new Microsoft search proposal–which was really very, very generous–look radioactive by loudly declaring that Icahn’s taking over of Yahoo was crazy-glued to the plan.

It was not, but no amount of Microsoft spinning could undo the damage of what looked like a goofy power play by Icahn and Microsoft.

That was followed at the end of last week by the news that Yahoo had convinced one big investor, Bill Miller of Legg Mason Capital Management (who has always been a supporter of Yang and especially, Decker), to back the current board.

Legg Mason owns about 4.4 percent of Yahoo.

While not saying it was final, Miller noted that it was his intention to stick with Yahoo’s leadership, adding that he also wanted Yahoo and Icahn to settle their differences before the annual meeting.

Of course, Miller still tried to get Microsoft back to the table, noting, “If Microsoft wants to acquire Yahoo, it can make the terms and conditions of its offer public.”

One can hope, Bill! (Actually, as I have written many times, Microsoft should make that move if it really intends to compete against Google.)

But, best of all, was Yahoo sticking a big fat banner on its much-trafficked home page Friday, alerting its users–most of whom were really just minding their own business and trying to get their daily horoscopes.

Nonetheless, in a box that flashed various outrages about the proxy fight, Yahoo linked to a presentation that pretty much called Icahn a Luddite. It included a quote attributed to him from The Wall Street Journal: “It’s hard to understand these technology companies.”

You can say that again, Carl!

And Yang did say it again in video message to Yahoo employees, noting, “We’re taking full advantage of the power of our network to remind our stockholders why voting for Carl Icahn’s board of directors is a bad choice.”

Ah, there is nothing like a technically clueless billionaire as an enemy to get Yang’s blood boiling!

Apparently, that has helped employee morale too. This weekend, I have heard from several execs contemplating leaving, tired of waiting for the 12th shoe to drop, who noted that more passion from Yang was helping.

“People feel like he is showing some strength, which you never see,” said one. “It sounds corny, but we want someone we believe in.”

Well, we’ll see if institutional investors believe, after they get a recommendation midweek from the large proxy-advisory service ISS Governance Services, which Yang and other Yahoo execs and board members visited last week to make their case.

That will come one day after Yahoo releases its second-quarter earnings on Tuesday, which I am sure will be decent, as they just have to be, considering the hubbub around Yahoo.

(And you can be sure Yahoo CFO Blake Jorgensen is working overtime this weekend, adding in all he can to make the picture as pretty as possible.)

It’ll be a big week for Yahoo, as usual, made bigger if Icahn does not mount an effective offense, such as releasing a cogent plan of his own and showing he has some managers in the wings who can run Yahoo if he were to get the reins.

Which Yang is not showing any signs of giving up anytime soon.

I fully expect Yang to get even more hopped up this week with more speeches to employees, more visits to shareholders and perhaps even more calls to the press. (BoomTown is waiting by the phone!)

Of course, this is all just show. And while it’s a good one, as I said, the most important thing everyone has to keep in mind is what this all means after Aug. 1.

So I have some questions for Yang:

Does he have the energy and vision and, most important, management chops, to really move the needle at Yahoo and make the kinds of changes it needs?

And what are those changes? More of the same direction (more social, more open) or perhaps a much more radical focus on core businesses like content and communications?

And what about search, a losing game as Yahoo inevitably will be crushed between Google (GOOG) and Microsoft? And what about fending off that pair’s new focus on display advertising, where Yahoo does excel?

Will Yang, if he does not think he has what it takes, be willing to step aside? And does that mean Decker will become CEO, or will he bring in new outside execs who have not been part of the problems of the past?

I could go on and on, of course, but it pretty much boils down to one key question:

Is the Yang who acts like he can win really here to stay?

Over the last two days, BoomTown has been enjoying the perfect Pacific Northwest summer weather, visiting several Seattle-based Internet companies and also Microsoft HQ in nearby Redmond.

Seattle is still essentially Silicon Valley North, except a lot more laid back and with much less of an egregiously opportunistic, what’s-the-next- hot-start-up tone one feels any day of the week in Palo Alto.

I used to come to Washington state a lot about a decade ago, while covering Microsoft’s MSN, RealNetworks (RNWK) and Amazon (AMZN)–which continue to be the major trio of digital bigwigs here–as the Internet beat reporter at The Wall Street Journal.

I plan on coming back a lot more over the next year, focusing more closely on Microsoft’s (MSFT) still uncertain Web efforts and also on a wide range of other companies here.

So far, it seems to be off to a good start.

While here I had a blabby dinner with RealNetworks’ Rob Glaser, where we talked about online games and music and Sen. Barack Obama (Glaser is a big supporter).

I also went to see Delve Networks (or, as I like to call it–Not-Brightcove), social networking facilitator WetPaint and the music social networking service iLike (which I really like).

Also on the agenda was a day-long visit to Microsoft, to get updated on some thankfully non-Yahoo products and services and what the company’s research and Live Labs units are working on.

Of course, there was Yahoo talk too, but–even up here–it’s hard to avoid.

All this and more will be part of postings and videos next week in this column on what the geeks in this coffee-inundated city are up to.