RadioShack has had an image hurdle to get over and the consumer electronics chain is hoping it can do just that with a rebranding campaign promoting itself as "The Shack."
Lee Applbaum, chief marketing officer for the retailer, said in a press release that the company is looking for its national digital, print and television campaign to speak "to consumers in a fresh, new voice...that reinforces RadioShack's authority in innovative products, leading brands and knowledgeable, helpful associates."
Not everyone, however, is buying RadioShack's attempt at a makeover. David Coursey, writing for the Tech Inciter column on the PC World website, equates "The Shack" campaign to a man trying to hide his baldness with a "comb-over."
Mr. Coursey, who admitts to calling RadioShack "The Shack" as well as "RadShack" and "RadioSchock," writes, "I don't think the name change will do anything but point out that Radio Shack isn't cool anymore. 'The Shack' connotes nothing of what the company sells and is, if anything, considerably down market. It's like the company wants to connect with teens and doesn't quite know how."
Drew Neisser, chief executive of the brand marketing agency Renegade, told The Dallas Morning News, "If consumers are really already using The Shack, then why not commit fully [and change the name of the stores]? The only reason I can think of is that they are worried about abandoning the awareness and any positive equity remaining with their old name."
Discussion Questions: What do you think of RadioShack's rebranding campaign under "The Shack" name? Should the chain commit fully and change the name of its stores to "The Shack?"
- RadioShack Invites Consumers to Rediscover 'THE SHACK' Through New Brand Creative Platform - RadioSchack Corporation/PRNewswire-FirstCall via COMTEX News Network
- Radio Shack to launch rebranding effort - The Dallas Morning News
- RadioShack "Makeover" Changes Nothing - PC World
- RadioShack Plans Reinvention - BusinessWeek