Oh yeah, Radio Shack. I remember that place! I think the last time I visited a store it was to buy a new DSL filter for my phone. And you know what? They TOTALLY had a DSL filter! Man, Radio Shack is AWESOME.
In acknowledgement of its own awesome nature, Radio Shack is pushing its brand into the future by rebranding itself as “The Shack”. Now, I don’t know about you, but to me, nothing says “future” and “technology” like the word “shack”. “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,” said chief marketing officer Lee Applbaum. Wait, helpful associates? Wow, this really IS a change for the company!
The changeover begins tomorrow, with three-day launch events in New York and San Francisco. Honestly, I can’t even begin to imagine what you’d have to do to reinvent the Radio Shack brand. Has someone been watching episodes of “Chuck” for pointers?
When asked for a comment, the kicked-to-the-curb word “Radio” merely muttered into its drink something about residuals from old songs by The Buggles and Queen. In my mind, this rebranding won’t be complete until it becomes something truly futuristic, like “Hologram Shack” or “Neural Network Shack”. In ten years, anticipate another rebranding with a partnership with Second Life, as they reinvent themselves with “The Virtual Shack”.
Comments
Tommy
August 5th, 2009 - 5:19:09 PM
"The Shack" I can think of so many different types of ways to make fun of this new name, but I'll just settle for this corny obvious one... "The Shack" is wack!
zox training
August 6th, 2009 - 9:55:17 AM
Radio Shack is like a cockroach. They've survived several recessions and changes in the marketplace, but they just won't go away. I bet they will really push this out with next year's Tour de France, since they will be Lance Armstrong's new sponsor.