THE SHACK Takes Over RadioShack's Aged Brand

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News Posted: Tue, Aug 4 2009 6:30 PM
Given that "radios" lost their glitz decades ago, we'd say a RadioShack re-branding is long overdue. Announced today after a flurry of rumors, RadioShack Corporation has decided to completely overhaul its brand, its mission and in some ways, its purpose. Moving forward, you'll see less of the aged RadioShack branding and more of "THE SHACK," a hip new label that will hopefully encourage more consumer electronics shoppers to stop by and check out items that fit their lifestyle. Previously, RadioShack was best known for odd-and-end adapters and batteries; now, THE SHACK is looking to be your go-to store when it comes to electronics accessories.

It's a tough battle, for sure. The accessory market is as crowded as ever, with nearly every store from Best Buy to even Apple Stores offering shelves upon shelves of high-margin add-on devices. Starting officially on August 6th, the company will begin re-branding itself via an integrated television, print and digital media schedule, as well as a high-profile, three-day launch event taking place in New York City and San Francisco. Lee Applbaum, RadioShack's Chief Marketing Officer, clarified the intentions a bit with this quote:

"This creative is not about changing our name. Rather, we're 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 RadioShack's authority in innovative products, leading brands and knowledgeable, helpful associates. We have tremendous equity in consumers' minds around cables, parts and batteries, but it's critically important that we help them to understand the role that we play in keeping people connected in this highly mobile world. You will see a real focus on mobility and wireless products from leading brands in our new advertising."



If you'll recall, hints of this started when the company suddenly signed T-Mobile USA on to its list of wireless carriers as part of its strategy to increase its authority and share in mobility and connectivity. So, do you see yourself venturing into the "new" RadioShack? Does the re-focusing pique your interest?

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So now instead of selling radios, they are an old creeky hut deep in the woods?

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JeffB replied on Wed, Aug 5 2009 7:35 PM

Now if they would stop asking for my life's history when I want to make a purchase...

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Well when buying some resistors and cables its important to know what your address was in 1969 and how many dates in the city you have had in your life

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I have a friend who actually eats in this place. He might get confused. :(

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ice91785 replied on Fri, Aug 7 2009 10:51 PM

How does he EAT in radioshack? Or you mean there is a restaurant called "the shack" that he eats at...?

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Hah, isn't Pizza Hut changing their name to "The Hut"?  Same thing.  Except I wouldn't say pizza lost its glitz at all.

Hello

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I stopped going into Radioshack because I either get bombarded if I glance at a phone or downright ignored because I am younger than the other two people in the store.

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digitaldd replied on Tue, Aug 11 2009 9:16 AM

ice91785:

How does he EAT in radioshack? Or you mean there is a restaurant called "the shack" that he eats at...?

 

Exactly a restaurant called The Shack, looks like the new forum software doesn't show links in a different color, or my custom style sheets don't play well with it in FireFox. 

 

I hope The Shack doesn't try to become a regular electronics store, whats kept them in business all this time with all the chains going out of business is that they have the stuff the other stores don't. you need a cable / adapter / connector, a simple radio for your emergency kit in the house, odd sized batteries, and for tinkerers LEDs/ circuits/ resistors/ capacitors/ chips/ etc.. They got it.

 

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