4th
FedEx Cleans Up Architecture
FedEx announced Monday that it is changing the name of Kinko’s to FedEx Office. Since acquiring Kinko’s in 2004, FedEx has been struggling with how to integrate this brand into its business. This is a common problem many companies deal with, when acquiring a brand with considerable recognition and equity.
“Kinko’s was primarily a copy and print-service provider when it was acquired in 2004,” said Brian D. Philips, president and chief executive officer of FedEx Office. “The name FedEx Office more accurately represents our broader role of providing superior information and services through our company-owned, digitally connected locations around the world . ” (FedEx Press Release)
Finally, they are integrating the brand into their existing architecture nicely: FedEx Office, FedEx Ground, FedEx Custom Critical and less we forget FedEx Express. There is a lot to learn here, and I am sure there is an HBS case in the works, but it always seems that the simplest brand models work the best.
It’s a shame they didn’t make the switch sooner. It takes awhile for consumers to adopt new names. Heck, I’m just now use to “FedEx Kinkos.” …and really still call it Kinkos (fun to say). Office is a lame word, but I too like the integration.
I hear you.
It must be tough to leave all that Kinkos recognition behind.
They couldn’t do it when they acquired it, and it must be even tougher now.
I would have loved to be a fly on the wall of that meeting.
I can’t help thinking about things like printing costs –
from Kinkos to FedEX Kinkos and now to FedEx Office.
All those pieces. It is a huge task.
It makes me think about AT&T. They created and dismantled Cingular.
That must be real tough to leave behind. Maybe in a few years they
will bring it back – when the climate is right.
FedEx and Kinkos are not synonymous or “combinable.” UPS offering copying service, banner and sign production? Kinkos was as well know thru college and business as, well, coca cola, so to dump kinkos with “office” won’t have the same brand service recognition. Maybe Kinkos can come back as signs, copying, computer service, printing. maybe FedEx is simply killing off the Kinkos name, as planned, after several years, “to take it to a higher level.” Apple Inc, Kinkos Inc, nextel, cingular, robinsons, An institution is dead, long live the institution,