Radio Shack is launching "The Shack" as a new brand platform with the goal of achieving a more contemporary image for the chain of 4,450 electronics stores.
Lee Applbaum, chief marketing officer, notes that many Radio Shack fans and investors already use "The Shack" as short-hand for the brand in the same way that people refer to Federal Express as FedEx.
The Fort Worth-based company decided to "embrace that fact and share it with the world."
Sausalito, Calif.-based Butler, Shine, Stern and Partners kicks off an integrated TV, print and digital campaign to support “The Shack.”
There is an Aug. 6, 7, and 8 "Netogether" event linking New York and San Francisco with video, live music and celebrity appearances to support “"The Shack" as a brand with a "fresh voice and distinctive creative."
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