Recently, FedEx Corporation (NYSE: FDX) ditched the Kinko's brand name for its stores -- and took a $891 million charge against earnings. Instead, the new name will be FedEx Office.
While the Kinko's brand was powerful, it was not enough for the broad services offered by FedEx. What's more, I'm sure FedEx spent millions on coming up with its new branding strategy.
It's a good lesson -- and something to consider for your own business. In other words, does your logo help or perhaps hurt your efforts?
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