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
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