December 19, 2008
May the Kinko's Brand Name RIP
I have followed the demise of the Kinko's name with some sadness. Not only will we miss the iconic, hippified brand name, but its replacement, FedEx Office, is not really all that hot. And at least one source, Blogging Stocks, seems to agree.
Senovitz suggests that we all go over and give FedEx a "wedgie" for this boneheaded move. He notes that great brands are priceless and irreplaceable, and that you can't be everything to everybody.
Although he is completely right on that front, I might add that Kinko's and FedEx were not really a partnership that was meant to be. The two names stand for two totally different things, it's like pairing UPS and Ben and Jerry's or Chanel and Burger King. One is all about heartless efficiency and the other is about friendly, laid back service.
Can FedEx actually become an "Office" for us when most of us no longer need a remote office? Today our computers can do pretty much everything we need them to do.
That's why Kinko's was in trouble in the first place.
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