Criteria and Priorities Your checklist of applications will grow over time. So, it's important to rank the applications by priorities. How people outside your company refer to you, can tell you a lot. Listen to how your brand or company name is used by customers and the media. 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.