Is Radio Shack really your friend?

[Pat Coyle]

"Our friends call us the 'shack." Really?

RadioShack Corporation (NYSE: RSH) will unveil its new brand creative platform, "THE SHACK," on August 6, supported by an integrated television, print and digital media schedule, as well as a high-profile, three-day launch event taking place in New York City and San Francisco.

What is Radio Shack thinking?

"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 Shack gets social

To bring the new creative strategy to life, RadioShack will host Netogether, a three-day event taking place in New York City's Times Square and San Francisco's Justin Herman Plaza on August 6, 7 and 8. The event will connect the cities with two, massive, 17-foot laptop computers with webcams that allow live video and audio exchanges.

How do you feel about this marketing concept? Will Radio Shack be able to give itself a nickname and suddenly become a trusted friend? Or are they just smoking shack? Share your thoughts here

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[Pat Coyle]

Sorry, but I'm of the mind that it's cooler to not have a nickname than to try to make one up and claim it's what everyone calls you. But that's just me :-)

[Hugh Vandivier]

It's kind of like that guy in college who picks his own nickname. You can tell that ad agencies are cut to the bone when this (and the inane Bud Light ads) are what pass for marketing initiatives.

[Jason Williams]

I certainly understand Radio Shack wanting to expand their target market, however, this is a pretty lame attempt. If students and young adults didn't shop at Radio Shack before, a new name won't change anything. They need to focus on what really matters - selection, service, etc. Remind consumers about the deep selection of specialty parts and accessories. Focus campaigns on the better service you can receive at their "neighborhood" stores. Etc...

On a side note, hasn't Pizza Hut taken a similar route this year going with "The Hut" in some advertising?

[Bradjward]

I agree, it's pretty lame. Am I supposed to be impressed that you're connecting people 3,000 miles away with big computers and a webcam? I worked until 4:30am last night in real time with a flash developer in India. Your marketing stunt is nothing grand in today's technology. Gonna have to pull out more than that to make a splash in today's digital culture. Like so many efforts, this one will get some buzz and then fade into oblivion with the rest of 'em.

[Kevin Hood]

I think Pizza Hut started using "The Hut" when they started offering pasta. The first email from them said they changed their name from Pizza Hut to Pasta Hut and they had a new logo and everything.

[Kyle Keesling]

I've been reading about this switch for the past few days, not sure it will make a difference in the end though. Radio Shack has been marginalized for years now and a change to a "hip" new name probably won't cut it.

[Shawn Neal]

Sounds like they are using Radio Shack Audio equipment! Nice, distorted, over-driven mics, a significant delay, and intermittent problems talking and hearing! What a great endorsement.

[Shawn Neal]

Nice sexist comment...The host says: "That's what I like- a woman who watches football and can cook." Are these interns running this live broadcast?

[Pat Coyle]

On the other hand...if a 14 year old has never heard of Radio Shack, and suddenly they start hearing about "the Shack," I suppose it's possible that the next generation could help revive the brand, no?

[Shawn Neal]

Okay- I listened to it for about 10 minutes. I felt that this was a very unrehearsed and unplanned event. The audio was horrible, the hosts repeatedly made comments that I personally felt would be embarrassing to the brand, they had repeated "technical issues" which is a bad endorsement since they are a technology store, and the hosts did nothing but ramble on and about nothing relevant to the radio shack brand. As a member of the public who went into it with an open mind, I found myself embarrassed for the company. Sure, this draws attention immediately, but I seriously question that it will have positive, longstanding benefits.

I can appreciate the re-branding effort as an attempt to reach out to a new market. Perhaps the method and preparation of execution was the shortfall on this one. I guess we will just have to wait and see.

[Stephen James]

That's cool as long as I don't have heretical divine revelations there about the Problem of Evil. *s*

[Tim Hodge]

Hilarious! The book was the first thing I thought of when I read the name "The Shack". Maybe kinda poor timing on their part to use the name of a well known book(at least in some circles) that has absolutely nothing to do with their line of business and might even be offensive to some.