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Intuitis planning a massive brand awareness campaign for this winter. The advertising effort is out to make consumers, who are very aware of Intuit's key products, aware of the company that develops and markets them. It is something Intuit has never done before.
The message about the upcoming campaign was delivered by chief marketing officer Lucas Watson during the software company's Investors' Day.
"Only six percent of people have an awareness of Intuit as a brand," Watson said. Moreover, few can connect Intuit to its major four major product lines: Mint, ProConnect, QuickBooks and TurboTax.
Lucas' slide referred to the upcoming campaign as "Intuit Presents a Giant Story", which he said will have a "Pixar-like generated story" which breaks after Christmas. It will be the first time Intuit has ever advertised its own brand.
Part of the campaign appears to be the introduction of the name Intuit in a smaller type face over the names of its products, already underway.
The company has also hired an ad agency—Phenomenon—for its own brand. Intuit has previously had agencies for the product lines, but none for the company name.
Bob Scott has provided information to the tax and accounting community since 1991, first as technology editor of Accounting Today, and from 1997 through 2009 as editor of its sister publication, Accounting Technology. He is known throughout the industry for his depth of knowledge and for his high journalistic standards. Scott has made frequent appearances as a speaker, moderator and panelist and events serving tax and accounting professionals. He has a strong background in computer journalism as an editor with two former trade publications, Computer+Software News and MIS Week and spent several years with weekly and daily newspapers in Morris County New Jersey prior to that. A graduate of Indiana University with a degree in journalism, Bob is a native of Madison, Ind
