Well technically, what you're describing *IS* marketing. Creating buzz through advertizing and branding are but one facet of the big picture of marketing.
MS is better at marketing in the opposite direction. They sneak their products in under your nose so that all you know is their products. When this strategy is not an option, they try to do the whole branding thing, and fail miserably at that.
I'm not sure it matters either way though. I hate when companies get too much selling power through any marketing techniques, be it MS, Apple, or Google.
What seems more important to me, though, is that Bing is supposed to be a 'decision engine'. I feel like Google's search is so successful because they largely keep it simple in terms of 'making decisions' for the user. I think a huge flaw in a lot of the design of MS products is that they tend to insult the user by making a lot of decisions for him. Windows does it all the time by hiding known extensions, hiding system files, etc. I think they might be headed in the wrong direction if they think they can help users use search engines better than they have been for the past 10 years. I think we know how to find what we need.