By John Malmo
http://stream.publicbroadcasting.net/production/mp3/wkno/local-wkno-728780.mp3
Memphis, TN – FedEx bought an outfit with a kicky name like Kinko's over a year ago. FedEx is one of the world's power brands; Kinkos is not. FedEx has now changed the name of its neighborhood stores, and it's a brilliant move: FedEx Office.
John Malmo is chairman emeritus of Archer/Malmo Advertising and an independent marketing consultant. To reach Mr. Malmo - or to buy a copy of his book of 110 two-minute business principles - go to johnmalmo.com.