RadioShack CMO: We're Not (Really) Changing Our Name†

'The Shack' Just a Marketing Nickname; Company Says Criticism Based on Confusion

Advertising Age, August 5, 2009 — Yes, RadioShack has seen the criticism of its new branding. No, it's not worried. Earlier this week, RadioShack unveiled its new branding, which includes the nickname "The Shack." Immediately Twitter users and a host of bloggers were sharing their thoughts — many of them unflattering. Tech blogs zeroed in on the fact that the company appears to be embarking on a pricey (and misguided) marketing effort rather than addressing any number of core issues.