Radio Shack Rebrands to “The Shack”

Originally posted August 2009

The company launched the name change on Aug. 6 with a three-day live event called “Netogether,” featuring 14-foot laptops in New York City and San Francisco.

Chief marketing officer Lee Applbaum said the company is “contemporizing the way we want people to think about our brand.” Consumers often think of Radio Shack as a place to buy obscure parts for obsolete electronic devices, but Applbaum plans to emphasize the company’s role in “keeping people connected in this highly mobile world” and to focus on wireless products in its new advertisements.