Comments on: FedEx Rebrands it’s Kinko’s Stores to “Office”

By: Stoney deGeyter

Stoney deGeyter — Thu, 04 Sep 2008 23:27:03 +0000

BJ, actually, i do get the rebrand thing. I’m sure this was in the cards when they purchased Kinkos. It’s a phases rebrand where they add the FedEx name to the existing name and then phase out the FedEx name. But again, I’m just not sold on the new name. They’d be better off with just FedEx.

By: BJ Wright

BJ Wright — Thu, 04 Sep 2008 22:46:27 +0000

Stoney, I’d agree with you, why would you give up on such a strong brand name? I also noticed recently that Hackersafe is also being replaced by McAfee Secure. Why change something that has been successful for such a long time. Do you really need to have you’re name on it to make it yours? Warren Buffett doesn’t run around changing all the business names that he owns.

By: Stoney deGeyter

Stoney deGeyter — Thu, 04 Sep 2008 15:36:17 +0000

Alex, you make a good point, but I’m not against the rebranding. I just don’t like what they chose for the rebrand. it’s nondescript and rarely is that a good thing.

By: Alex -S-

Alex -S- — Thu, 04 Sep 2008 15:23:36 +0000

I dunno – they kept the Kinko’s brand name for a long time – long enough for most people to know Fed-ex owns them. I say time to let go.

Plus, look at the media perception of kinko’s stores – run by people that really don’t care much about customer service, notorious for messing up orders etc. (Dave Chapelle’s Kinko’s skit might be my favorite) – maybe the rebrand will help lessen that perception.

Bottom line for the end user is – as long as customer service and quality improves – it won’t make much difference who’s name is on the door.