FedEx Rebrands it’s Kinko’s Stores to “Office”
Hey, you're new. We like you already! You obviously have great taste! If you like what you read here you'll probably want to subscribe to our RSS feed (or the audio RSS feed). Stick around and be sure to speak up and post a comment or two!
Yesterday while I was running errands I stopped by the FedEx Kinko’s store. On the window was a large sign stating that “FedEx Kinko’s is now FedEx Office”.
Rebranding is tough. FedEx was smart in keeping the Kinko’s name when they bought them out. It made sense since Kinko’s already had an established brand that people recognized. But now FedEx is dropping the Kinko’s name for “Office?” I just don’t get that.
I could see several other variations that would make sense, The FedEx Store would be simplest and make the most sense. But adding the word “office” just makes me think of too many different things, none of which the FedEx stores are. They are not an Office Depot office Depot. They don’t sell software such as Microsoft Office.
So what exactly is FedEx Office? What does the name tell you? It doesn’t tell me that they are a print shop and shipping center. Of course, neither did Kinko’s, but they branded themselves well enough that when someone said, “I gotta run to Kinko’s” you know what they meant. Maybe FedEx assumes that what we think when we here “Kinko’s” will carry over to “Office”.
Personally, I would have gone for FedEx Office Center. I think that has a much better ring to it.
What do you think, is this good rebranding, or no?
Like this post? Subscribe to the RSS feed and get lots more!
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.
September 4th, 2008 at 7:23 amAlex, 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.
September 4th, 2008 at 7:36 amStoney, 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.
September 4th, 2008 at 2:46 pmBJ, 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.
September 4th, 2008 at 3:27 pm