Microsoft taps Landor for package design

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Microsoft Corp. said it hired design company Landor Associates, San Francisco, to create product packaging beginning early next year, after Landor sets up a Seattle office to service the account. Separately, at last week's IntelliQuest Brand Tech Forum in San Jose, Calif., Ann Redmond, manager-corporate marketing research group for Microsoft, told attendees that focus group studies showed consumers did not view Microsoft as "approachable, warm and friendly." Focus group members knew a great deal about founder Bill Gates, but not that much about the company. "It's not about Bill's persona. It's about his vision," Ms. Redmond said, adding that recent Windows 95 advertising has helped.

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