Apparently, Federal Express listened. Every company is different and so are the scope and priority of applications. Here's one way to categorize applications. Obviously, if you are introducing a new brand, all relevant applications are crucial to short- and longterm success. Few companies can afford to redo everything at once, so the new identity becomes visible in the normal course of doing business.
Examples are literature, advertising, and audiovisual presentations.
Note, however, that timing is everything. You would not want your catalog to feature the old packaging when the new packaging already has reached your distribution channels. Once your new logo has been unveiled, some folks just can't wait. More important may be the plant manager's need for a new sign because the Board of Directors is coming for a tour. Other trademarks used on this site are those of their respective owners.