Company: Intuit Inc.

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Company: Intuit Inc., Mountain View, Calif. Agency: Dailey and Associates, West Hollywood, Calif. Market: Small business Quick chase: Intuit plays the empathy card with its target audience of small-business owners, who didn't get quite the same attention the nation's big financial services companies and automakers got from Washington. “Wall Street got help. The carmakers got help. Small business owners, it's your turn,” states the headline of the ad. Unlike the government bailout, Intuit's offer to help small business comes with no strings attached. The software maker is offering a series of free services to help them organize their finances. “Because we want you to do more than survive. We want you to thrive,” reads the text. Clue: Intuit smartly positions itself as a partner that can help a small business when times are tough.
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