A good way to develop your creative thinking is to ask "what is the concept behind that idea/approach" and then see how you could do it.

I couldn't help think about the thinking or concept behind the name of Microsoft's search engine 'Bing'

Bing is a Short Sharp 'Ping' sound of only one sylable which is the antithesis of Google - which has long 'ooo' sound, rich and two sylables

Say them out loud - you couldn't get more different sounds.

Deliberate - you betcha! I would guess they spent a lot of time (and money) on the branding.

But you don't need thier team - Just use Reversal - one of the key creative principles (see SCAMPER) -

Ask " How can we do the opposite, reverse the idea or concept"