“The Shack” Rebrands with Absurdity

the shack

You’re probably aware that Radio Shack is changing its name to “The Shack.”

The new brand is scheduled to be unveiled Aug. 6 during a three-day launch event in New York and San Francisco, the company said Monday. RadioShack also plans to get the word out through television, print and Web advertising.

“The Shack” was chosen as the new name based on the fact that many consumers were already dropping “Radio” from the company’s name when referring to one of its stores. “We decided to embrace that fact and share it with the world,” Lee Applebaum, chief marketing office for RadioShack, said in a statement.

RadioShack also hopes the new name will help the company change its image.

“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,” Applbaum said. “You will see a real focus on mobility and wireless products from leading brands in our new advertising.”

RadioShack announced last month the addition of T-Mobile to its line up of wireless carriers that the company has partnered with in its 4,000 stores as the retailer moves toward a more wireless-focused product line. RadioShack also sells AT&T and Sprint as wireless options for its products.

The Shack (I guess we have to call it that now) realized that it couldn’t stay alive by competing with the Internet for sales of parts and accessories. In a bid to hang onto relevance, the bricks-and-mortar chain is going hard after the youth market and is attempting to position itself as a mobile-phone superstore.

To that end, the company has released a dozen strange 15 second TV spots.

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