RadioShack to be called ‘The Shack,’ a bad omen?

August 6, 2009

(ChattahBox) — Joining the trend of established businesses with highly recognized names that decided to change them, Radio Shack will soon be called just ‘The Shack.’ They’re not the only one of late to switch corporate brand names in an effort to refresh an old image by taking on a new name, as  Pizza Hut is going with the new moniker, “The Hut,” and recently SCI FI Channel decided to change it’s name to Syfy. However unlike the others, The Shack will be a “new brand creative platform,” which seems to imply it’s a nickname and not a full-on company name change.  The Fort Worth, Texas-based company, will re-introduce itself Aug. 6, as just “The Shack,” spending a big chunk of its $200 million ad budget for this year on new TV and digital ads to introduce The Shack as its name for advertising and marketing purposes.

The branding campaign is part of an overall facelift for the 88-year-old electronics outfit,as RadioShack has added T-Mobile to its wireless carrier lineup and partnered with famed bicyclist Lance Armstrong to join his global fight against cancer while also sponsoring his American Pro-Tour cycling team. Of course this could be a bad omen for “The Shack” as it reminds one of what Circuit City did before it went into bankruptcy. Back at the end of ’07, Circuit City announced it was experimenting with a new store concept: “The City,” and less than one year later it was curtains.

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