June 18, 2008
Some Still in Denial Regarding FedEx Kinko’s Company Name Change to FedEx Office
The news that FedEx was dropping the Kinko’s name in favor of FedEx Office is two weeks old, but many people are still trying to deny it.
Among them is the Kinko’s founder Paul Orfalea (photo on left), who was called “Kinko” because of his frizzy hair. He grew a single copy shop to 1,000 locations and 25,000 employees before FedEx acquired it in 2003. The man is even writing a book entitled Kamelot: Kinko’s Brief Shining Moment in American Business History.
I personally agree that the corner copy shop concept is dying off since most of us have computers and printer/copiers that can do the job, especially for small business owners and even individuals who were Kinko’s stock in trade.
Apparently, the Kinko’s brand wasn’t “elastic or evocative enough to move into the 3.0 economy,” and the word “office” offered FedEx more latitude in its service offering.
So FedEx Office is evocative? I don't think so. By the way, isn't "office" owned by Microsoft in consumer's mind?
The Kinko’s name still engenders lots of nostalgia, with one blogger reminiscing that “If you were alive in 1977, it was the place you went to print out your punk-rock fliers” and claiming that everyone who worked there was “in a band.”
This kind of casual, laid back culture is really at odds with FedEx’s focus on efficiency.
But times are changing. The FedEx stores are a good source of funneling shipping business to that segment of FedEx's business.
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