4
| News |

RadioShack's About to Get an Extreme Makeover. At Least, the Name Is. Kind Of.

^
Keep Dallas Observer Free
I Support
  • Local
  • Community
  • Journalism
  • logo

Support the independent voice of Dallas and help keep the future of Dallas Observer free.

That's right -- get ready to call the Fort Worth-based chain "The Shack" starting Thursday. The name change ain't official: It'll still be known by its more formal and familiar moniker. But according to Lee Applbaum, RadioShack's chief marketing officer, well, just forget about that whole "Radio" part of the name if you would, pretty please. "When a brand becomes a friend, it often gets a nickname -- take FedEx or Coke, for example," he says in today's press relese. "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. 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."

Already, though, the peoples just ain't buyin' it. The consensus is the stores aren't big enough to compete with the Big Boxes or small enough to run lean and mean. And, besides ... The Shack, really? Here's a solution: Bring back to the TRS-80. Just a thought.

Keep the Dallas Observer Free... Since we started the Dallas Observer, it has been defined as the free, independent voice of Dallas, and we would like to keep it that way. Offering our readers free access to incisive coverage of local news, food and culture. Producing stories on everything from political scandals to the hottest new bands, with gutsy reporting, stylish writing, and staffers who've won everything from the Society of Professional Journalists' Sigma Delta Chi feature-writing award to the Casey Medal for Meritorious Journalism. But with local journalism's existence under siege and advertising revenue setbacks having a larger impact, it is important now more than ever for us to rally support behind funding our local journalism. You can help by participating in our "I Support" membership program, allowing us to keep covering Dallas with no paywalls.

We use cookies to collect and analyze information on site performance and usage, and to enhance and customize content and advertisements. By clicking 'X' or continuing to use the site, you agree to allow cookies to be placed. To find out more, visit our cookies policy and our privacy policy.

 

Join the Observer community and help support independent local journalism in Dallas.

 

Join the Observer community and help support independent local journalism in Dallas.