* Even as FedEx has integrated Kinko's, a 2004 purchase that gave it an additional 1,200 retail locations, it's stayed out of other businesses that have lured its competitors.
* FedEx, contra UPS, has refused to enter the arena of supply-chain management because of its lower margins. "What we haven't done is just as important as what we have done," CFO Alan Graf told The Financial Times in October.
* Consistency has extended to its marketing where it clings tightly to a message of dependability. "It's the DNA of the company," says John Osborn, president-CEO of New York-based BBDO Worldwide, FedEx's ad agency.
* Alongside its TV presence, FedEx has made effective use of sports sponsorships, including deals with the NFL and the PGA Tour. Overall, FedEx spent about $58 million on measured media over first-half of 2005.