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FedEx Rebrands it’s Kinko’s Stores to "Office"

FedEx Office LogoYesterday 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. 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 hear “Kinko’s” it 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?

Stoney G deGeyter

Stoney deGeyter is the author of The Best Damn Web Marketing Checklist, Period!. He is the founder and CEO of Pole Position Marketing, a web presence optimization firm whose pit crew has been velocitizing websites since 1998. In his free time Stoney gets involved in community services and ministries with his “bride enjoy” and his children. Read Stoney’s full bio.

4 Responses to FedEx Rebrands it’s Kinko’s Stores to "Office"

  1. Alex -S- says:

    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.

  2. Stoney G deGeyter
    Stoney deGeyter says:

    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.

  3. BJ Wright says:

    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.

  4. Stoney G deGeyter
    Stoney deGeyter says:

    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.