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RadioShack has been around for awhile; it is one of those companies that pops up in smaller towns to take advantage of the fact that bigger companies like Best Buy just won’t locate there. Now, it will be re-branding itself as “The Shack” and dropping Radio from its name. This has been verified through not only a trademark filing earlier in July for “The Shack” but it also has been verified through the company’s website.

“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,” said chief marketing officer Lee Applbaum. He went on to talk about the decision, “When a brand becomes a friend, it often gets a nickname. Take FedEx or Coke for example. Our customers, associates and even the investor community have long referred to RadioShack as ‘The Shack’ so we decided to embrace that fact and share it with the world.”

In my opinion, this is a laughable re-branding. I would not want my company to be referred to as “The Shack,” I don’t care if it is in the title of my store. When I think of a Shack, the only thing that comes to mind is a dilapidated building on some backwoods country road. In the trademark filing, it says that it is a company that sells contemporary electronics…Not something I would go to a shack to buy.

Then again, there are rumors floating around that this isn’t going to be a permanent name change, but just a marketing ploy to bring attention to the company. I suppose we’re going to have to wait to see what happens.

Jeremy

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