Will Instant Searching Drive Branding?

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Stephen Stolfi of CT Corsearch wrote an article published on IP Law 360 last week (subscription required) about Google Instant. Google is remarkable enough as is. Google Instant is downright unsettling--a search engine that finds what you're looking for before you finish typing it in. Mr. Stolfi observes how this might benefit brands that the search engine "suggests" through auto-complete technology as people type in queries--a natural extension of auto-suggest technology, which has been around for a while.

Here's an example: I tried typing in "Mary Poppins." Here were the top hits at each letter...

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