Radio Shack Rebranding As 'The Shack'
August 4, 2009 at 5:07 AM (PT)
RADIO SHACK is looking to change its image by dropping "Radio" from its name, and calling itself "The Shack." That name is apparently a nickname that employees, customers and investors have used for RADIO SHACK. The FORT WORTH-based consumer electronics chain's rebranding effort begins THURSDAY with a national television, print and digital campaign and the start of a three-day launch event in NEW YORK's TIMES SQUARE and SAN FRANCISCO's JUSTIN HERMAN PLAZA.
However, the company isn't changing the name of its stores. Chief Marketing Officer LEE APPLBAUM said the nickname is an attempt at "contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RADIO SHACK's authority in innovative products, leading brands and knowledgeable, helpful associates," he said.