“The Shack”? Aw, Shucks

With apologies to any real advancements and actual inventory at Radio Shack, but the first thing that comes to mind when I think of Radio Shack is old or rudimentary technology: the Walkman, phone chord extensions and weird adapters you never knew existed or were needed, among other remnants from 1980s electronic consumer products. My brand impression of Radio Shack is a brand that never made the jump to the twenty-first century and, caught between becoming a hardware manufacturer or product retailer, it never caught on to the likes of Best Buy and Circuit City nor Dell, Gateway and much less Apple. In an effort to get out of this funk, Radio Shack launched yesterday a new marketing initiative to position itself as The Shack. “Our friends,” they claim “call us the Shack.” With friends like that, who needs enemies?

“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.
— The Business Journal

As far as I understand, the Radio Shack name and logo will NOT be replaced with this new name or “logo.” It’s simply part of a campaign to help seed this new persona, created by Butler, Shine, Stern and Partners. Which is good news, because The Shack is extremely ridiculous — even more so than The Hut — and does nothing but dig Radio Shack into a bigger hole of un-coolness. The effort is in no way aided by the unimaginative graphics and “logo” that have accompanied the launch. The type is boringly simple, even annoying in its lackluster execution. And, seriously, giant laptops to create buzz in the two cities (New York and San Francisco) where there are more people with their head buried in an iPhone per capita than anywhere else? Oh, and yes, they are plain lame. Giant pumpkins on ice sound more appealing.

Radio Shack needs a major overhaul and it should take advantage of the idiosyncratic products they carry that you can hardly find anywhere else, a sort of geek thrift store. The Shack campaign is insipid at best and harmful to the brand at worst.

James’s comment is:

Is this a “Shaq Attack” or what. no thanks radio shack… and has anyone here actually ever referred to it as The Shack cause i sure haven’t and have never heard it referred to as such.

A last ditch effort maybe, brought about by desperation… thats how it feels.

On Aug.07.2009 at 09:37 AM

Mog’s comment is:

Has anyone EVER actually called them “The Shack”? I mean, really? “FedEx” and “Coke” were common nicknames before they were adopted by those companies; “The Hut” and “The Shack” just seem like they’re trying too hard. (And why would you want to brag about being just a “hut” or a “shack,” anyway?)

And from what I’ve heard on the technology blogs, Armin, new store signage will be going up this year. It really sounds like they’re doing this.

Here’s the Engadget page that broke the news: http://www.engadget.com/2009/08/02/radio-shack-rebranding-to-the-shack/

Quote from another one of their articles on the transition: “Like the rest of America, we’ve gotten some serious LOLs out of Radio Shack’s current bid for relevance.” Ouch.

On Aug.07.2009 at 09:39 AM

Nate B’s comment is:

I believe taking Radio out will actually hurt their brand, not help it. They’re trying to get clever and witty, but I don’t think consumers will find it as memorable as its full name. Plus the negative connotation of a shack and the latest technological gadgets just don’t quite mesh. To quote the awesome Jason Bateman in Dodgeball:

“It’s a bold strategy, Cotton. Let’s see if it pays off for ‘em.”

On Aug.07.2009 at 09:44 AM

Chad Kaufman’s comment is:

Never in my life have I called Radio Shack, “The Shack”, and chances are I never will. Usually when I need something from Radio Shack, I call it, “Best Buy”.

On Aug.07.2009 at 09:45 AM

AAaron’s comment is:

I am embarrassed for them.

On Aug.07.2009 at 09:47 AM

Tom Hackett’s comment is:

And why would you want to brag about being just a “hut” or a “shack,” anyway? Excellent point.

I’ve heard them referred to as Rat Shack, but never just the Shack. I must confess to being nostalgic for their loopy old ’70s logo…

On Aug.07.2009 at 09:49 AM

Julie’s comment is:

Never have and never will call Radio Shack, “The Shack”. I had forgotten about Radio Shack stores for a while until I had a dire need for a car charger. Turns out they great universal car chargers for all sorts of stuff. Plus, the website is awesome for finding stuff you never knew existed but absolutely have to have.

On Aug.07.2009 at 10:04 AM

Jared Ray Scott Ramey’s comment is:

i grew up around radio shack and back when i was a kid (early 80’s), it was a magical place. that’s because its where my coolest Christmas presents would come from… remote controlled cars. i hardly ever went in the store because my parents almost never went there, so i thought it was this wonderful place where scale model cars ran around the floor as the sweet smell of ozone filled the room.

when i got old enough to venture out on my own, i stopped there and discovered it wasn’t nearly as cool as i was hoping it would be, and its been that way for the last 20 years. service was handled by nerdy, overweight guys with long hair and the uncanny ability to talk down to you (despite their appearance) because they were the “computer experts.”

I’m really not offended by “the Shack” as it could have been much more difficult to swallow than it is. sure, its uninspired, but it follows along with the typical Best Buy/Circuit City feel that is popular with gadget freaks. to me, the greater injustice lies in the fact that they didn’t rebrand their existing logo, which is just awful. I have a sneaky suspicion that Radio Shack is floating this idea out there to see if they want “the Shack” to become a permanent fixture on the side of their stores.

On Aug.07.2009 at 10:05 AM

Christopher’s comment is:

Suddenly, I feel so uncool. I go to Radio Shack all the time. Love ‘em. It’s the first place I think of for accessories. Best Buys are horrible, soulless places where you’re lucky to find someone who knows anything. Plus as an urban dweller for the last 10 years, it’s a lot easier to find a Radio Shack — staffed with nice, slim African American kids — than a Best Buy.

I don’t have ever call it the Shack. Perhaps their employees do? I don’t don’t doubt there’s some element of their customer base that does. I just never did. So it reads like false familiarity. But I thought the same thing of KFC for many years.

I got used to that too.

On Aug.07.2009 at 10:14 AM

John Mindiola III’s comment is:

FUNNY: My friends and I actually call it Radio Shark, not The Shack.

NOT FUNNY: Radio Shack just jumped the shark.

On Aug.07.2009 at 10:20 AM

Scott Messner’s comment is:

While I do not see the whole Shack thing either, I feel you’re being too hard on Radio Shack in general. My local Radio Shack sells current technology and has accessories that Best Buy would never stock. Radio Shack serves a different niche than Best Buy or Circuit City. I can go to my local Radio Shack confident I’ll get my question answered. That’s something I will not always get at Best Buy.

On Aug.07.2009 at 10:23 AM

Ricky Salsberry’s comment is:

The execution is fine, but it’s such a piss-poor idea.

Is Lance gonna have a big yellow “The Shack” plastered on his backside next year in Le Tour?

On Aug.07.2009 at 10:24 AM

Koyo’s comment is:

Where is the Design on that?

On Aug.07.2009 at 10:26 AM

soully’s comment is:

There’s nothing more uncool than someone giving themselves a trendy nickname and then trying to get everyone else to use it when referring to them.

On Aug.07.2009 at 10:43 AM

Mr Kim’s comment is:

There’s only one “Shack”, or rather “Shaq”!

http://www.nba.com/playerfile/shaquille_oneal/bio.html

I’m surprise they’re not taking the “initials” route which many companies seem to do in order to shed an outdated association:

Kentucky Fried Chicken? No, no. Fried is unhealthy. Now we are KFC even though it’s the same fried product. Consumers will never notice…

Royal Bank of Canada? No, no. We are international. Now we are RBC and we are better then the other banks even though we have the same products, messages, and same graphic standards… but look, we’re blue, not green like TD or burgundy like CIBC!

Or… well, I guess I’ve made my point :^)

On Aug.07.2009 at 10:46 AM

Jay’s comment is:

On the poll, I think The Shack is a perfectly sensible name. Because it implies that the store is crummy and undesirable.

On Aug.07.2009 at 10:47 AM

Bill Dawson (XK9)’s comment is:

Perhaps there are a group of electronics hobbyists out there that actually do refer to this relic of a retailer as “The Shack.” But appealing to that small customer base could hardly be seen as a competent marketing strategy. If I said “shack” aloud the “top-of-mind” association would likely be Mr O’Neal and a 17 year-old song by the B-52’s.

As an ironic ad campaign this might have worked; reintroducing Radio Shack to those who would scarcely think of it.

“Batteries For All! At The Shack!”

“Last Minute Gifts! At The Shack!”

“More Cords Than You Can Count! At The Shack!”

But as a conscious strategy to reposition the retailer? Fail.

On Aug.07.2009 at 10:50 AM

Pat Broderick’s comment is:

The thing that makes Radio Shack unique is that it’s NOT cool — as mentioned above, they carry all kinds of odd and esoteric electronic gadgets and parts too low-volume for a big box store like Best Buy. With the disappearance of Comp USA it’s the one place I know I can pick up computer cables/adapters/drives/etc. without having to wait or pay for mail order. They would’ve been far better served taking the money they spent on this ridiculous campaign and using it to train their employees in the basics of customer service.

On Aug.07.2009 at 10:52 AM

Jake Gills’s comment is:

As far as Radio Shack is concerned, if I had to pick one word to play with, it would be radio, not shack. Radio is a great word. Yea, I know, people don’t listen to the radio anymore–but that’s what makes it cool.
I found a funny post on “The Shack” here:
http://onthebutton.wordpress.com/2009/08/03/the-shack/

On Aug.07.2009 at 10:55 AM

damon’s comment is:

serves you right for calling yourself a shack in the first place. Lets look to the dictionary shall we.

shack (sh?k)
n. A small, crudely built cabin; a shanty.

who the hell would think that calling themselves a crude shanty of electronics would lend itself to cutting edge, or even contemporary electronics products which thrive on the idea of being new and techy…

the shack indeed.

On Aug.07.2009 at 11:01 AM

Jem’s comment is:

This reminds me of ‘The Itchy & Scratchy & Poochie Show’ from The Simpsons.

I can just imagine the advertising team pitching this to the Radio Shack execs, “It’s Radio Shack, but with attitude, to the EXtreme!”

…Worst episode ever.

On Aug.07.2009 at 11:10 AM

Rob O.’s comment is:

If they were going for a change, they should’ve rebooted the stale brand altogether by acquiring a new name. Neither “radio” nor “shack” does them any favors. And that uninventive “R” logo needs to go too.

On Aug.07.2009 at 11:11 AM

Doug’s comment is:

This does nothing for Radio Shack, which remains a staple for electronics in smaller communities. In my town, the closest Best Buy is more than 10 miles away, so Radio Shack fills a niche. That said, I’ve NEVER called it ‘The Shack.’

Their rebranding needs to focus on how they differ from the big box companies; how RS is the place for you to buy a power adapter or speaker wire or cell phone accessories with personal service.

‘The Shack’ is pretty hopeless grab at a younger audience.

On Aug.07.2009 at 11:16 AM

Joey V’s comment is:

Who wants to eat in a hut? Who wants to buy electronics from a shack?

I think RadioShack needs to consider renaming themselves completely. They should also consider selling more than adapters, extension cords and phones shaped like footballs. Just a thought.

On Aug.07.2009 at 11:21 AM

Jeff’s comment is:

Armin you’re so out of touch with what’s cool.

The Shack party at my place tonight!

On Aug.07.2009 at 11:24 AM

Carl’s comment is:

In a way the campaign is a success if its borught enough attention to the brand for you to write a full featured article about it on your website. On another note, I’m fairly positive that calling themselves “The Shack” is there attempt to counter all the bad nicknames people have for them.

On Aug.07.2009 at 11:26 AM

John Rousseau’s comment is:

Agree. And the PR is even more dreadful than the campaign. From a brand perspective, they need to differentiate around what they’re good at: geektastic odds and ends. The Shack is never going to be cool. But it could be relevant to the right audience.

On Aug.07.2009 at 11:34 AM

Dan’s comment is:

I guess “Batteries & Adapters” isn’t as catchy.

On Aug.07.2009 at 11:36 AM

adam’s comment is:

Up here in Canada they were bought out by Circuit City and changed to ‘The Source by Circuit City’ but I’m pretty sure everybody else calls them Radio Shack even after a few years of rebranding. I can’t imagine this (or ‘The Hut’) catching on in any kind of large-scale way. To echo
Mog above, they are just trying too hard. It’s the sort of ‘hey guys, we’re cool, right?’ that you get from middle-aged corporate executives.

On Aug.07.2009 at 11:53 AM

Lydia’s comment is:

I honestly did not know that Radio Shack’s were still around. I haven’t seen or noticed one in at least 10 years. Does anyone actually shop there?

On Aug.07.2009 at 12:09 PM

Lauren’s comment is:

Aw come on, fourteen foot laptops not a cool display? Where I live there are really no marketing stunts to speak of, and for this one I am a bit jealous. Even though laptops and Radioshack don’t relate for me.

Maybe it is my inner geek wanting to stand next to an oversize computer. Yeah “the shack” is lame but the laptops? Has anyone seen them in person?

On Aug.07.2009 at 12:17 PM

Emily’s comment is:

I’m sorry, I just can’t get over the Shack/Shaq thing. Maybe he should do a comercial for them?! Yes no?!

On Aug.07.2009 at 12:19 PM

Darrel’s comment is:

I don’t mind this. Radio Shack has a definite personality, but I don’t think it necessarily comes from their name and logo. It’s very much based on their location (nearly every small town and second-run shopping mall) and their product line.

Ultimately, they need to beef up and diversify their product line a bit more. Incorporating T-Mobile will help. Perhaps a more impactful change could be done via their in-house packaging and product branding.

On Aug.07.2009 at 12:32 PM

Soda & Candy’s comment is:

Dreadful.

They’re abandoning their niche in an attempt to piss with the big boys. It’s very reminiscent of Poochie, whoever said that was absolutely on point.

Also, isn’t that “logo” just Helvetica Neue Black Condensed?

On Aug.07.2009 at 12:42 PM

ScottyM’s comment is:

Uh oh, no sooner than we finally shook free of popular “article” bands: The Verve, The Action, The The, The Jesus and Mary Chain, et al.

… And we’re now seeing consumer retail outlets like Radio Shucks and Pizza Hut going the way of the article. Is this the beginning of a trend?

If so, what’s next numerals? Radio41, Pizza52, TacoTwenty …

On Aug.07.2009 at 12:55 PM

Whaleroot’s comment is:

A “competent” execution but yes, the type is super boring and lackluster. It has/had potential but you can already tell how they’re going to ruin it by looking at the white Shack’s drop shadow.

On Aug.07.2009 at 01:18 PM

Johnny Socko’s comment is:

Couple of points:

The phrase “radio shack” originated in the early days of wireless communications, was naval in origin, and it simply referred to the room where the radio equipment was located on a ship. By the 1920’s, the phrase was well-known enough for the founders of Radio Shack to think that it would make a clever name for a retail store. There was presumably no negative connotation in regard to the word “shack”. So, there IS heritage in the name, but the company has never brought it into their marketing (at least not in my lifetime).

@ Emily: They already beat you to it: http://videosostav.ru/video/e91346cd99a8f34c5f69c148a2a5d7a0/

Regarding the entire “The Shack” campaign: Terrible idea, bland execution.

On Aug.07.2009 at 01:21 PM

Steven Hoober’s comment is:

They had some sad times, and I am still annoyed they don’t carry as many electronic components as they used to, but they have a solid brand in the stores, and carry solid gear. And have more useful employees than any other electronic store, if not actually /good/ in an absolute sense.

They need a rebrand (not necessarily name and logo change) but this is NOT IT. Something along the lines of filling in the gaps in your digital life. Have a series of fancy devices that won’t talk to each other, are out of juice, etc. and the harried consumer saved by the rat shack (also the only nickname I have ever heard).

P.S. Cannot vote. Your cute widget is not working all of a sudden.

On Aug.07.2009 at 01:27 PM

NicKLAUS’s comment is:

Here in Canada I believe RadioShack got bought out by CircuitCity and changed to “The Source”, which in turn I think went out of business so I’m not even sure if we have any RadioShack’s anymore, shucks.

Even when we had RadioShack’s around, I disliked it a lot. Bad service, and even worse stock. They always seemed to have a little bit of everything, but never anything that you’re looking for; IE: minimum selection of videogames for overly inflated prices when just down the street at FutureShop I can find a mind-numbing selection of games for reasonably lower prices.

Also, I think RadioShack pigeon-holed itself the moment they chose a depreciating form of technology (radio) for its name. Also, I think of the word “Shack” as more of a negative sense than anything. Who wants to live or visit a shack? I know I sure don’t.

On Aug.07.2009 at 01:29 PM

jmk’s comment is:

can’t wait for Jack in the Box to start saying everyone calls them “the Box”

absolutely name, it’s like people who give themselves a nickname like grandmaster flash.

On Aug.07.2009 at 01:34 PM

Peter’s comment is:

Certainly a little late in giving the brand a make-over in the minds of consumers… yet better late than going out of business. The name Shack carries a decent amount of brand recall, and they do have a long history (started in 1921), which helps. The new campaign could get them back on track if marketed well… but that line about “our friends call us…” is the worst. I can’t respect that. They’d be better of being bold, and branding themselves as the Shack, and let the world decide if the name sticks.

On Aug.07.2009 at 01:45 PM

oak’s comment is:

Having the word “Radio” in the name of your store is not unlike having “20th Century” in the name of your motion picture studio.

(I realize this has little to nothing to do with the conversation at hand, but I was briefly overcome by my own profundity and felt the need to share).

On Aug.07.2009 at 02:06 PM

Jacob’s comment is:

Off-topic: I would love to see your posts structured as follows: 1. Photos; 2. Poll; 3. Commentary. I have a feeling poll results would be a little different without a few paragraphs of commentary leading up to the poll questions.

On Aug.07.2009 at 02:31 PM

Nate’s comment is:

One wonders if there will be a The Shack next door to a The Hut. Could not get more awkward branding than that.

On Aug.07.2009 at 02:51 PM

Mark’s comment is:

The Shack? THAT’S what they want us to call them? All I picture when I hear that word is an old run down wooden shack in the backyard not something that depicts a well known electronics store.

WHAT THE F%$#* were they THINKING?

On Aug.07.2009 at 03:00 PM

David’s comment is:

Why didn’t they spell it in that cool Internet way all the kids like? You know, like “Th3 Sh@cK”

On Aug.07.2009 at 04:17 PM

mm’s comment is:

Long gone are they days of going to RadioShack and playing Price of Persia on the Tandy machines and looking at the electrical components in the back imagining the killer robot I could build with all those pieces…

My experience with RadioShack in recent years has always been to go in there looking for an obscure adapter, only to find out that they mostly just sell cell phones. They have a few TVs and a few Speaker systems and a few remote control cars. The selection on everything is limited, the quality seems average, and the prices are slightly above what I’d expect. And if I buy batteries, for some reason, they will ask me for my phone number.

They come across as a specialty shop without a specialty.

If the electronics dept at Walmart has a better selection that your electronics shack, you need more than just a new nickname.

Three possible approaches:
Revitalize your brand. Find out what your brand means to people, what they are expecting in a RadioShack visit. (Cell phones? Electronics components? Remote control cars?) Specialize in that and do it better than ever. If there is a market here, own it.

Or, Revolutionize your brand. Okay, there is not enough market to support what people think of when they think RadioShack. So figure out what what you can specialize in and throw out the rest. Focus your stores on that experience, the bold service that people didn’t know they wanted, but will love when they experience it. Test out the new store concepts with no name at all, focus on finding the product/service lineup that customers want. Re-brand, call yourself “The Shack” get people to come in for a second look, blow them away with your new offerings. (One idea: Go all out on robotics components. Teach kids to build robots, hold robot battle competitions, foster invention and ingenuity in the next generation of kids growing up. As REI is to Outdoor enthusiasts, RadioShack could be to electronics people.)

Or, Re-name your brand. Leave the faltering stores with the same selection/service as before. Convince people to take a second look by slapping a new name on it. Get a short spike in attention, then fade back away for the same reason you faded in the first place; people don’t have a reason to go there.

You need a bold vision for what your store is. We as consumers don’t know anymore. Your brand is no longer mapped in our heads because we don’t understand who you are anymore. Do you understand who you are?

—-
PS: When I hear “The Shack” I think of the best selling book of the same name: http://www.amazon.com/Shack-William-P-Young/dp/0964729237
Good book, but not the best association…

On Aug.07.2009 at 04:21 PM

Mark’s comment is:

I agree with the previous post they need to do SOMETHING or they will fade into obscurity.

On Aug.07.2009 at 04:42 PM

Jonathan’s comment is:

Did the Pizza Hut people talk to the Radio Shack people? Maybe we can end up having “the shack” next to “the hut” that’d be cool.

Also, if we could play “Love Shack” by the b52s during all the commercials, that would be perfect! Thanks!

On Aug.07.2009 at 05:00 PM

Mark’s comment is:

I recommend reading the following link it clears up the confusion regarding what will happen to the name. The name RadioShack is staying the nickname “The Shack” is nothing but simply an add on.

This article also talks about what the company is planning to do regartding the store experience.

http://adage.com/article?article_id=138297

On Aug.07.2009 at 05:59 PM

Mark’s comment is:

I recommend reading the following link it clears up the confusion regarding what will happen to the name. The name RadioShack is staying the nickname “The Shack” is nothing but simply an add on.

This article also talks about what the company is planning to do regarding the store experience.

http://adage.com/article?article_id=138297

On Aug.07.2009 at 06:01 PM

Daniel’s comment is:

Radio Shack is still around????

I can not even thing of what they may be selling thus I can not think of any need to enter one.

I wish the “Shack” good luck but I believe it is going to be a steep climb up for the abyss they have fallen down into over the years.

I am off now to the Hut now to pick up dinner.

On Aug.07.2009 at 06:19 PM

Dan’s comment is:

I just saw one of the new commercials, and it hit me that the look of the campaign reminds me of TGI Fridays. That’s not a good thing!

On Aug.07.2009 at 08:45 PM

Loosh’s comment is:

This doesn’t seem like a nickname that will actually help their brand. It doesn’t have any positive connotations, or even a vague swoosh that could possibly be interpreted as a smiley face.

How about completely renaming the chain to The Geek Shack? It’s like the Geek Squad, except they don’t have lame cars and shirts, and actually know what they’re talking about.

I’m actually surprised how many Radio Shack’s are left in the world. They seem to be building them, not closing. But, seriously, is there that much demand for CAT5 cables marked up to 300% of retail price? When you know, you newegg.

On Aug.07.2009 at 09:21 PM

Glenn Sakamoto’s comment is:

Just another lame attempt of a company trying to appear “street.”

Radio Shack has always been a place to buy replacement parts, antennas, and off-brand stereo systems. Instead of spending money trying to be “cool” they should be improving their product selection and offering something to their customers that is truly different.

On Aug.07.2009 at 11:09 PM

Tim Gengler’s comment is:

The ambiguous nickname does a great job of complementing their ambiguous game plan. It would seem like the best option for Radio Shack is spending zero money on their identity, giving their stores only one or two employees at a time (hopefully one of which is knowledgeable), making sure their stock is always full, and sitting and waiting to be needed.

It seems like they’re really trying — and I love the enthusiasm — but are there people out there who impulse buy the kind of things Radio Shack stocks, or who go there for friendly banter? “You can never have enough AC adapters!” And the store locations I’ve seen aren’t big enough to expand beyond that.

This feels like it’s heading toward something, though. I’m curious to see what happens.

On Aug.08.2009 at 02:04 AM

Michael Kozakewich’s comment is:

Here’s an idea: The Hutshack.
You go there, grab a slice of pizza, and nibble on that while browsing all these neat electronic parts. They’ll make millions! Who wants to look at electronics while not eating? Nobody. Give them pizza, and it’ll put you a step above the rest.

On Aug.08.2009 at 05:25 AM

Johnny S’s comment is:

The new branding: SCSI.

On Aug.08.2009 at 05:51 AM

MJ’s comment is:

My first thought was that this was like that spectacularly uncool guy that gives himself a nickname and then insists that everyone call him by said self-created nickname.

Bottom line: you can’t give yourself a nickname. No one has ever called you “The Shack.”

On Aug.08.2009 at 12:26 PM

John Colucci’s comment is:

Epic Fail. I never heard of it called “The Shack.” Federal Express going FedEx made sense. Xerographics going Xerox (I think that happened) makes sense. Coca-Cola sometimes going Coke makes sense. Not this.

Radio Shack handles the niche “accessory” market very, very well. This is the only place that I know I can go to if I need a weird adapter to connect something. Or high end cables. They should really build upon that market and not try to be Best Buy, cause they won’t win.

On Aug.08.2009 at 02:05 PM

Ismael’s comment is:

You can’t force customers into becoming “friends” with your brand by simply rebranding.

On Aug.08.2009 at 03:21 PM

SwapYourshop’s comment is:

Prediction for their ad campaign in the year 2030:
The Shack is Back!

On Aug.08.2009 at 05:59 PM

Josh’s comment is:

I keep waiting for Don Draper to make an appearance…

On Aug.08.2009 at 06:52 PM

Dave’s comment is:

The “Shlock.”

On Aug.08.2009 at 11:15 PM

Funneh’s comment is:

Ha ha ha. When I think of Radio Shack I think of
Amway dealers in polyester pants, short sleeve button
downs, and fat nylon ties. This will be true NO MATTER
WHAT they call their company.

On Aug.09.2009 at 11:20 AM

Von K’s comment is:

This is bad idea with some phoned-in design. Something went wrong.

I hope they get smart soon or I’m going to have to find my cassette adapters and soldering supplies somewhere else!

On Aug.09.2009 at 01:20 PM

izzy’s comment is:

to predict a marketing strategy’s potential failure based on gut reaction is, i dare opine, what ranks highest in “un-coolness” than anything else i’ve just read. i suggest sticking to design execution reviews, as these types of examples will only harm the design community in its effort to gain credibility in the Brand Strategy arena.

On Aug.09.2009 at 04:31 PM

Todd’s comment is:

Let me reiterate what I said when I read about “The Hut”:

BRANDING SUICIDE

On Aug.09.2009 at 05:04 PM

trobs’s comment is:

LMAO @ Chad Kaufman

On Aug.09.2009 at 07:35 PM

Greg Scraper’s comment is:

Let’s ignore the fact that very few people ever said “I’m headed out to the shack” and meant that they wanted electronics. Also, let’s ignore the fact that no one buys “electronics” (contemporary technology is far too broad and varied to be able to be lumped together into a single category). Let’s ignore the ho-hum typography and lackluster execution.

So, ignoring all that, which has been beaten to death so badly already that my extra kicks are more cathartic to me than useful in general, I actually kind of like the idea. I’m focusing on the “our friends” part. There really are friends of the store, who go in and talk to Jim behind the counter about his new baby, and know where to find the fuses, and eye up the TV on the wall they can’t afford (and even if they could they’d buy it from Best Buy), and get their grandkids remote-controlled cars that only go forward and backward. That store has friends, and it’s time to capitalize on that friendship.

Besides, it sounds way better than “Radio Shack: it’s not like nobody comes here.”

On Aug.09.2009 at 10:35 PM

C.Swift’s comment is:

Seems to me the whole problem is that you really only give places nicknames when you frequent them more than twice a week - I think I’ve stepped inside a radioshack maybe once in the past decade for a battery or two.

On Aug.10.2009 at 08:09 AM

Nik’s comment is:

The main image is pretty much identical style (colours, fonts, feel) to Coke Zero.

On Aug.10.2009 at 09:03 AM

Dirk’s comment is:

Radio Shack just isn’t relevant anymore.

Apparently some one needs to tell them.

On Aug.10.2009 at 03:46 PM

Ryan Healey’s comment is:

This has to be one of the worst marketing ideas I have ever heard. First, no one I have ever encountered has ever called Radio Shack “The Shack”, not in advertising, not customers, not in the investment community. No one. So, the “our friends call us The Shack” line comes off as not truthful. A bad way to start.

How is Radio Shack and it’s agency totally unaware that “Shack” is a negative term? Who wants to shop in a shack?

This will go down like New Coke and hopefully not take the chain with it.

On Aug.11.2009 at 08:10 AM

Dirk’s comment is:

I read where they’re spending $200 million on this new campaign.

My question is: Where did they get $200 mil?

=P

On Aug.11.2009 at 10:11 AM

Kevin’s comment is:

I want to purchase technology from a shack about as much as I want to get pizza from a hut.

On Aug.11.2009 at 01:58 PM

Santa’s comment is:

“The Shack” sounds so sleezy. Like a place you take a cheap date after getting her drunk. I give the company 3 months before they bomb on this one.

On Aug.11.2009 at 03:43 PM

John’s comment is:

Everyone loves a great comeback story.

They should get Ron “Horshack” Pallilo from “Welcome Back, Kotter” to serve as TV spokesman. Arnold is now a middle-aged digital millionaire who still shops for gear there. And you should, too.

The character and the company no one thought would ever be cool—all of a sudden is.

“The Shack is Back!”

On Aug.11.2009 at 04:04 PM

Fred H Schlegel’s comment is:

Embarrassingly out of touch. Depressing. Seems desperate. Which would be unfortunate since I love RadioShack for the emergency geek fix. Well, hope it works, but seems to me they’re changing the storefront but not the store. Bad sign.

On Aug.11.2009 at 05:01 PM

Dirk’s comment is:

As it relates to two recent threads here, the L.A. Times had an article that basically dissed the ‘Shack’ redesign, while at the same time praising companies like Coca-Cola for leaving their logo alone (despite Armin’s delusions).

On Aug.12.2009 at 02:03 AM

Dick’s comment is:

another stupid move to revive a failing company.
they still suck no matter what they are called.
i really feel sorry for the people that work there!
most are idiots that can’t get a job anywhere else.

On Aug.12.2009 at 08:57 PM

gak’s comment is:

Do they still make you give your telephone number at every purchase?

On Aug.13.2009 at 04:28 PM

Joel’s comment is:

Probably the most enduring Radio Shack branding message I’ve ever heard/seen was on a Simpsons Episode:

Homer: We’ll have to look everywhere a sick, twisted, solitary misfit might go.
Lisa: I’ll start with radio shack.

Unfortunately, that profile seems to fit too well in my mind. Ouch.

I don’t understand why they spend a dime on marketing - they don’t seem to try very hard at anything else. There is a “Shack” near my house and I’ve probably entered it 10 times in the last 5 years and found what I was looking for maybe 3 of those 10 times. These were mostly cable or adapter-type needs - something I’d expect to be right up Radio Shack’s alley. Nope.

They seem more interested in being satellite TV and/or mobile phone service dealers these days. I doubt even the nerdy electronics hobbyists love them these days.

On Aug.17.2009 at 08:14 PM

Brian’s comment is:

Well, I for one actually like this “rebranding” or new campaign.
It feels a little fresh for a stale brand.

Radio Shack to me is not a great store. I forget about it. but having it sound “cool” as the Shack is trying maybe a little too much but to me it is fine. It at least has me thinking about it more. And Radio doesn’t seem too significant to “electronics” and the population anymore. therefore, taking out Radio and just having the Shack is fine.

On Aug.18.2009 at 10:07 AM

scott’s comment is:

i believe i see a typo. i have gone ahead and corrected it::

On Aug.18.2009 at 01:20 PM

BlindAcreMedia’s comment is:

I really think this could hurt their company. Why did they decide to change this again? I don’t think this was a good choice.

-BlindAcreMedia

On Aug.20.2009 at 04:07 PM

Ace Greene’s comment is:

Lydia, I don’t understand why people like you insist on putting an apostrophe in a word to make it plural. ’ Shack’s ’ ?? Just add an S

On Aug.24.2009 at 08:02 PM

Jacob’s comment is:

I’m a store manager of a Radio Shack. While i agree that the shack rebranding is stupid beyond belief, most people seem to be grossly uninformed as to what you find at RADIO Shack. True, we have all those cables, parts, and batteries. However, we also carry 3 out of 4 of the top wireless providers in the United States, with better prices on the handsets then you would get even at a corporate store. Out the door pricing, I might add. No mail in rebates. I also find it funny how many people seem to state that this move seems so “desperate” and how Radio Shack can’t compare to the success of companies like Circuit City and Best Buy. Well folks, Circuit City is out of business, Best Buy’s stock struggles constantly. But here Radio Shack still is…80 years and counting. Fretter, Sun TV, Circuit City, CompUSA…etc. etc. etc. Where are they now? Yep, The Shack is a stupid idea, but maybe some of you should pay a visit to your local store. It’s not the store where salty old men go to get capacitors anymore. Next time you need your wireless phone upgraded, or want to switch services, stop by your Radio Shack and see if the out the door deal, and your monthly plan aren’t better than what you’d get at corporate store. If you’re going to tear something down, at least be informed, and know WHAT you’re tearing down.

On Oct.11.2009 at 03:51 PM