Radioshack changing to "The Shack"

[ravevolution]

link to the story here on yahoo
http://tech.yahoo.com/news/pcworld/2...veradioshack_1

Full story copy and pasted

Name Change Won’t Save RadioShack

* By Jeff Bertolucci, PC World - Mon Aug 3, 2009 5:46PM EDT

RadioShack is getting a marketing makeover. Starting August 6, the venerable electronics retailer will change its name to "The Shack," a rebranding move designed to shed the last-century association with creaky radio technology and embrace today's digital wireless world.

To celebrate the name change, RadioShack will conduct a "Shack Summer Netogether," a live event featuring two 17-foot laptop computers in New York and San Francisco. Equipped with Webcams, the gargantuan notebooks will allow live video and audio exchanges between the two cities.

Wow, a 17-foot laptop? That's bigger than some RadioShack stores I've been in. <rimshot>

When I think of RadioShack, batteries, capacitors, transistors, and various obscure components come to mind. Yes, I'm aware "The Shack" sells flat panel TVs, netbooks, and cell phones. But for big-ticket electronics items, I drive to big-boxes retailers like Best Buy or Costco, or maybe browse online vendors like Amazon.

The last time I went to Radio Shack was to get a new battery for my cordless home phone. Before that, it was to buy a recording device for my mobile phone.

And that's the problem. Too many consumers see Radio Shack as the go-to place for obscure electronics doodads, not as a worthy competitor to Best Buy or the wireless kiosk in the mall.

"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," said RadioShack chief marketing officer Lee Applbaum in a statement. "You will see a real focus on mobility and wireless products from leading brands in our new advertising."

But why "The Shack?"

"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 Applbaum.

I can't fault RadioShack for trying to upgrade its image, and I hope its strategy works. But it seems to me the retailer's biggest problem isn't its name, but rather its shoebox-sized stores. After all, there are just so many HDTV sets, notebooks, netbooks, smartphones, and Blu-ray players you can cram into a space that's slightly larger than a Jamba Juice. With its limited showroom space, The Shack simply can't compete with the big-boxers of the world.

Then again, the next time I need a new calculator battery, I'm heading to Radio, er, The Shack.

Contact Jeff Bertolucci via Twitter (@jbertolucci ) or at jbertolucci.blogspot.com .



My onion I think this is a bit of a late move on RS to change its name to help its image and help boost consumers coming in to their stores during these economic times.

[winner]

aww now we cant called it "the shack" for short anymore i guess we have to call it shack?

[kendallcschm]

lol :-P i guess so

[firebird999]

no, i'll call it "th-" for short. Also, FedEx and Coke didn't actually change to FedEx and Coke, they are still Federal Express and Coca-Cola, they just label certain stuff as FedEx (ex: their vans and boxes) and Coke (ex: Diet Coke). So if Radioshack wants to label xmods or those little robot bugs with "The Shack", that's fine. But they don't need to change their name.

[imnotmikal]

I'll still call the RatShack

[taiwanesekid05]

Hmm... No more RS, now TS.

I won't accept change! Then again, all of the things that said "RadioShack" are now nostalgic.

[XMDrifter]

AHHHHHHH NOOOOOO
worthless change, i think. sounds cooler, but it doesnt change anything

so for short, i guess Shak?

[ravevolution]

I'm already starting to see commercials hinting at the name change

And here's a video I found of I guess the re-branding party they did in Times Square in NY

http://www.youtube.com/watch?v=iAt7hEXvcqY

[Donziikid]

I don't get it...

They are losing money from "lack of sales" so they spend thousands of dollars to first change their name and all corporate logos and signs on all products, buildings, newspapers, ads and everywhere else the old Radioshacks logos are..

..as well as build a fourteen foot laptop AND throw a party in New York's Times Square, which cost who knows how much..?

Yupp. Logical way to make money.

[mycrors4]

Originally Posted by Donziikid

I don't get it...

They are losing money from "lack of sales" so they spend thousands of dollars to first change their name and all corporate logos and signs on all products, buildings, newspapers, ads and everywhere else the old Radioshacks logos are..

..as well as build a fourteen foot laptop AND throw a party in New York's Times Square, which cost who knows how much..?

Yupp. Logical way to make money.

i agree on the changing their name, but if the party has a price tag to get in.. and if lets say.. 100,000 people show up, everyone pays $10 to get in.. thats $1,000,000 right there but it might be free to get in and i doubt 100k people will show up.

[winner]

Originally Posted by Donziikid

I don't get it...

They are losing money from "lack of sales" so they spend thousands of dollars to first change their name and all corporate logos and signs on all products, buildings, newspapers, ads and everywhere else the old Radioshacks logos are..

..as well as build a fourteen foot laptop AND throw a party in New York's Times Square, which cost who knows how much..?

Yupp. Logical way to make money.

i see what you mean, but im staying neutral with it. they change there name and they will be on the news for like a week, that free advirtisement. and by having the big party with the big party in times square they will be on the news for about 3 weeks (clean up and etc...) and all the people tht go to the party will remember that radio shack is not just a place that tries to take your money, but also a place that will let you have a good time.

thats just my 2 cents. not trying to make any1 mad just stating my opinion

[Donziikid]

Originally Posted by mycrors4

i agree on the changing their name, but if the party has a price tag to get in.. and if lets say.. 100,000 people show up, everyone pays $10 to get in.. thats $1,000,000 right there but it might be free to get in and i doubt 100k people will show up.

Very unlikely they charged anything for admission. I haven't seen any mention of an admission price, but my guess is this came out of "The Shacks" pocket, not the attendees pocket.

Originally Posted by winner

i see what you mean, but im staying neutral with it. they change there name and they will be on the news for like a week, that free advirtisement. and by having the big party with the big party in times square they will be on the news for about 3 weeks (clean up and etc...) and all the people tht go to the party will remember that radio shack is not just a place that tries to take your money, but also a place that will let you have a good time.

thats just my 2 cents. not trying to make any1 mad just stating my opinion

I don't think the minimal amount of news coverage/publicity this receives will be able to recuperate the price for the name change on its own. It's going to take a little more than just that.

[Rovonic]

Awwww I liked that name though "The Shack" just sounds to regular and normal.I`ll check out my RS or now,TS,tomorrow at the mall and see if they changed it.

[FloydfanYodaman]

they are only changin it to the shack in advertising...all the stores will be keeping their radioshack signage...which makes all this branding change seem even sillier

[jimmythekid1]

Shack: A small house that is in disrepair.

yep thats fitting

[Junk-mod-er]

The fact that the way they are promoting this change on their website is a guy drawing THE on his thumb with a sharpie, and placing it in front of Radio...wow that is truly reinvented and creative. This is like a sink or swim last minute change or what?