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To: jjs_ynot who wrote (1556)	2/6/1998 1:55:00 PM
From: TLindt	Respond to of 8545

>>>Consumer name recognition will become critical. Yes it will...I think so at least. There's a bunch of power in brand. Just about every web site you go to says something like 'Powered by MS Backoffice' or something like that. See I might not have that part right in the quotes. But I know right where to go if I want to get more information. Brand is really important....Why do you think Intuit..pulled their sites together, Quicken Financial Network, Galt...and maybe something else...I can't remember it wasn't branded. Pulled them all together and called it Intuit.COM. Na they called it Quicken.com....something a few million of us already recognize as a Brand. And I guess it's working. I'd have to give 'MS'FDC the king of brands at this point. Ties us all to 'MS'dos, 'MS'nbc, 'MS'this & that, and 'MS'everything else. They got the effect of branding without branding...if that makes any sense. One worry I have about lack of branding is...when we are out of town with our familes...do we stop by the 'armpit cafe' for a burger and fries, or do we run thru Mickey'Ds?