RadioShack, the consumer electronics pioneer responsible for such hits as the TRS-80, has officially re-branded itself as “The Shack”.
The reason? Lee Applbaum, The Shack’s Chief Marketing Officer, explains:
“If you think about how you use nicknames, you generally use them with friends, people for whom you have an affinity and trust. Those are important attributes for any brand and certainly for us,” said Lee Applbaum, CMO of RadioShack, who explained that consumers and the company have used brand name shorthand for years. “If you can latch onto a brand truth, it’s a really wonderful thing.”
It all makes sense; continuing to call itself RadioShack makes about as much sense as calling itself The Marconi House. Why, then, does it hurt so much?
via The Shack Shakes It Up With Wild, Wacky Rebrand.
