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

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.

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