The Shack is not a name change, says RadioShack

On Thursday, RadioShack launched its new marketing campaign that tries to position the retailer as a hipper, more innovative brand. To do this, RadioShack has coined a nickname, "The...

On Thursday, RadioShack launched its new marketing campaign that tries to position the retailer as a hipper, more innovative brand. To do this, RadioShack has coined a nickname, "The Shack," which it uses to refer to itself in its new ad campaign. But this effort has stirred some confusion as some media and bloggers have thought RadioShack is now officially called The Shack.

But a RadioShack source told PRWeek this isn't so. "It's not a name change. It's a rebranding effort to contemporize our brand with a new creative framework [to support the ad campaign]...The media reports that we're changing our name aren't accurate," the source said.

For more on The Shack campaign, stay tuned for PRWeek's September issue.

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