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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.

According to LPK, the Quicken redesign employed its Internet-based, password-protected interactive work site that enabled Intuit personnel to view and comment on the brand redesign process.

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