Microsoft acquired the domain Kumo.com last week, a move that is widely expected to result in the second rebranding of its search engine. Following MSN and Live.com, Kumo could be a sign of a new attempt to limit Google’s growth and detach the search engine from a growing number of Live services offered by Microsoft.

The question, of course is, whether Kumo.com can be more successful than Live.com, which has clearly hit a wall and has not shown growth over the past few months, despite some incentive programs that actually “pays” users for using the service. However, some industry voices have mentioned in the past that Microsoft needs to detach its search engine from the increasingly complex Live brand umbrella. Apparently, Microsoft plans to turn Live.com into a social-networking-based personalized destination that aggregates email, calendar, photos, activity streams from other sites such as Digg and Facebook, etc. From marketeer’s perspective, the time to rebrand the distant third search engine is certainly now.

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