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?

Continue reading Entrepreneur's Journal: Putting together a cool logo -- and building an enduring brand

Entrepreneur's Journal: Putting together a cool logo -- and building an enduring brand originally appeared on BloggingStocks on Sun, 08 Jun 2008 13:35:00 EST. Please see our terms for use of feeds.