The Nascar Effect
The FedEx/Kinko's merger isn't a new thing, but I wanted to talk about it. There is no doubt that FedEx is the bigger of the two names, but I really don't get why they felt the need to add FedEx to the Kinko's name when they bought Kinko's. As far as the quick print industry, Kinko's is the brand. I believe they have become synonymous with quick print. What about quick shipping makes you think printing?
This is in addition to the logo issues. Kinko's already an established identity. Fedex has a strong brand identity. They took the FedEx logo, dropped the Kinko's logo and look and added the little three part icon. I'm sure that the three part thing has a meaning and I'm sure they have a plan for where they are headed with the identity. My point is though, I don't think Kinko's needed FedEx to make them trustworthy. In fact, I think most people ignore the FedEx part.
People often talk about keeping it simple. In my opinion, they have complicated something that was simple, to the point and recognized.
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March 28, 2006
10:11 am
