The Shack

Anyone notice the ongoing campaign from Radio Shack? Where they appear to be transitioning from Radio Shack to The Shack? Whether by name or identity, it's a move that is likely right for the times and for evolving their brand. Personally, I've always been amazed that they are still around. I always knew them as a sort of a geek shop--you could find spare parts for just about anything electronic. I know they've come a long way in product lines and inventory but they still carry an old perception. And to the younger set I am sure the brand is confusing.

So the move to drop "Radio" from their moniker is probably a good one. And they appear to be doing it the right way--introducing the new before dropping the old. It's a classic transition strategy.

It's nice to see a brand recognizing the need to move gently. It seems so many companies just throw out a new name or positioning without any regard for the nature of humans to resist uncertainty (new). It's also a good nod to their inherent brand equity--a nod to what made them what they are while also promising a new direction.

Now, while I like the strategy and actually like the creative of the campaign, I do pity them with being burdened with the remaining name "The Shack". If that indeed becomes their only name over time, how much will they have to invest in always explaining what the Shack is and sells? It's not exactly a name one would pick if starting a new competitor to Best Buy, or to fill the void of Circuit City.

But they do deserve creds for doing the change the right way--with respect for the customers.

Now if only I can erase the song "Love Shack" from my mind every time I see the name...

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