Kraft

Commentary
8:16 am
Wed October 19, 2011

When Companies Grow Up

A FedEx Airbus A310-200 taxis for takeoff.
Adrian Pingstone WikiMedia Commons

Almost all companies start out doing one thing.  Terminix sold termite control.  Added pest control; now blows insulation.

Remember when Kraft meant cheese?  Now Kraft means everything from salad dressing to cigarettes.

FedEx, too, used to mean just one service: absolutely, positively overnight delivery service.  Now add trucking, office supplies, printing and I’m sure there’s more I don’t know about.

So now comes a new FedEx advertising campaign designed to "tell all the cool things we do to help people solve problems."

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