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Press and News

RadioShack Becomes "The Shack"

Integrated Media Campaign to Contemporize the Brand and Reinforce RadioShack’s Authority in Innovative Products, Leading Brands and Knowledgeable Associates

RadioShack Corporation will unveil its new brand creative platform, “THE SHACK,” on August 6, supported by 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. The new creative was developed by Butler, Shine, Stern and Partners of Sausalito, CA, which was named the Company’s creative agency of record in April.

“Trust is a critical attribute of any successful retailer, and the reality is that most people trust friends, not corporations. 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,” said Lee Applbaum, RadioShack’s Chief Marketing Officer. “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.”

read more on eCoustics.com…

source: eCoustics

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  • Doug says:

    I Hope this works. I remember when I was a kid Radio Shack was the place to go to for electrical parts and adapters and always had people who “knew what you needed” for your project. And for a little while even had a descent line of audio and video gear. If they can regain the popularity of electrical hobbyists again and be able to be price competitive with the likes of companies like Part Express and others it would be great. I would much rather drive to my local “The Shack” store for my electrical parts needs than to order them through the internet hoping they are the quality that the Internet companies say they are. Having a hobby of speaker repair and modification I would benefit from a local go to place for the stuff I need.

  • adam says:

    I hear you Doug,

    I’m too young to remember what Radio Shack used to be like but I still remember from Short Circuit when Johnny 5 was able to rebuild himself at a local Radio Shack. I can’t see that happening today ……

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