Comments on: losing more than a brand name http://deniseleeyohn.com/bites/2009/01/08/losing-more-than-a-brand-name/ stuff for your brain to chew on Thu, 17 May 2012 14:50:55 +0000 hourly 1 http://wordpress.org/?v=3.3.1 By: a tale of two rebrands: syfy and starbucks | denise lee yohn: brand as business bites™ http://deniseleeyohn.com/bites/2009/01/08/losing-more-than-a-brand-name/comment-page-1/#comment-6173 a tale of two rebrands: syfy and starbucks | denise lee yohn: brand as business bites™ Tue, 11 Aug 2009 18:41:06 +0000 http://deniseleeyohn.com/bites/?p=882#comment-6173 [...] losing more than a brand name [...] [...] losing more than a brand name [...]

]]> By: Ronald Earl Wilsher http://deniseleeyohn.com/bites/2009/01/08/losing-more-than-a-brand-name/comment-page-1/#comment-139 Ronald Earl Wilsher Fri, 16 Jan 2009 13:59:09 +0000 http://deniseleeyohn.com/bites/?p=882#comment-139 Definitely not easy to decide. Read Mr. Paul's book: Copy This! Great read on the origin of Kinkos. ~Ronald True Believer & Hope Dealer Definitely not easy to decide.

Read Mr. Paul’s book: Copy This! Great read on the origin of Kinkos.

~Ronald
True Believer & Hope Dealer

]]> By: Randall Hull http://deniseleeyohn.com/bites/2009/01/08/losing-more-than-a-brand-name/comment-page-1/#comment-136 Randall Hull Wed, 14 Jan 2009 06:05:56 +0000 http://deniseleeyohn.com/bites/?p=882#comment-136 It appears the Ex in FedEx came to mean more than shipping and it that doesn't include Extension. Paul Orfalea is right, Kinko's was a brand FedEx squandered for lack of understanding brand elasticity. It appears the Ex in FedEx came to mean more than shipping and it that doesn’t include Extension. Paul Orfalea is right, Kinko’s was a brand FedEx squandered for lack of understanding brand elasticity.

]]> By: Edward http://deniseleeyohn.com/bites/2009/01/08/losing-more-than-a-brand-name/comment-page-1/#comment-133 Edward Sun, 11 Jan 2009 17:01:36 +0000 http://deniseleeyohn.com/bites/?p=882#comment-133 I strongly suspect there was one reason for dropping the name Kinko's which outweighed all others, namely that it had no inherent marketing synergy for FedEx's foremost business, shipping. Sure it was a powerful brand name, but it was evident from the day the acquisition was announced in 2004 that the once venerable name Kinko's was designated for eventual extinction. Lackluster performance in the last four years was the reason the name was dropped sooner rather than later. I strongly suspect there was one reason for dropping the name Kinko’s which outweighed all others, namely that it had no inherent marketing synergy for FedEx’s foremost business, shipping. Sure it was a powerful brand name, but it was evident from the day the acquisition was announced in 2004 that the once venerable name Kinko’s was designated for eventual extinction. Lackluster performance in the last four years was the reason the name was dropped sooner rather than later.

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