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Posts Tagged ‘kinkos’

Kinko’s is Gone, FedEx Office is Here – DUMB MOVE!

Saturday, October 24th, 2009

My plan for today was to do some non-scientific market research which I conducted at the grocery store, the local Starbucks, at the golf course during my daughter’s lesson, the playground where the kids play, and a new Indian joint where we just had some chicken tikka masala.

In all, 38 people were asked the same question: “Do you know where the closest FedEx Office is?”

Most thought I meant the closest place where I can drop off a package for delivery, and 20 pointed me to their facility near San Jose International Airport.

Then I asked each a follow up question, “Do you know where the nearest Kinko’s is?”

FedEx dumps the Kinko's name

It wasn’t always close by, but all 38 people knew where a Kinko’s was located. This points out that the FedEx move to strip the brand name Kinko’s from their copy shops is a really dumb move.

Let me also mention that 21 of the people asked where a FedEx Office might be were in THE SAME SHOPPING CENTER as a place formerly called KINKO’s! They had no clue of the name change.

Kinko’s is nearly a verb in the English language. It is synonymous with copies. Kinko’s = copies, for heaven’s sake!

FedEx = Next Day Delivery. You know…when it absolutely, positively has to be there?

Office = a Microsoft product.

Now here is the kicker – The brain trust at FedEx spent $696 MILLION to re-name and re-brand in an effort to get more business customers to The Office, opposed to, heaven forbid, a place called…ewwww….Kinko’s. I live in an area where the average home costs north of a half-million clams, and the people I asked were business people, golfers, baristas, and grocery baggers and NOBODY knew that FedEx Office = Kinko’s! These weren’t in-bred trailer park dwellers or panhandlers on the median.