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Quicken capitalizes on brand equity

In August, Mountain View, CA-based Intuit Inc. rolled out nationwide its line of Quicken® 2001 financial software products in a redesigned package.

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Aimed at attracting shoppers among the clutter of other personal-finance software products, the redesign was executed by Libby Perszyk Kathman (Cincinnati, OH). The pack emphasizes a 3-D dollar sign, as well as streamlined placement and use of succinct, bulleted copy listing the benefits of the software. Intuit declined to answer questions on packaging specifications and vendors.

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