Radio Shack Obliterates “Radio” Leaving Only the Shack
I have a hidden past. For one summer during college, I was the repairman at a lonely outpost of a Radio Shack in the Camelot Shopping Center in Louisville, Kentucky. Camelot was way out beyond the suburbs where I lived. There were few customers, so I mainly played chess with the Honda-motorcycle-riding store manager, Dominic, and lunched on Brazier burgers at the shopping center’s Dairy Queen. Radio Shack had been my haunt since high school. Yes, that’s right, I hung out in all the rough places and played games with older men. Man, you can put a strange spin on anything, can’t you?
So it was with great surprise tonight that I heard from Bill Maher on his HBO show “Real Time” that Radio Shack was dropping “Radio” and replacing that word with “The.” I guess I missed that news on the conventional news sources. I just zipped over to the www.radioshack.com Web site and found this:

So the news from HBO appears to be true. But it’s not. Here’s the quote from the corporate press release dated August 3:
Our customers, associates and even the investor community have long referred to RadioShack as ‘THE SHACK,’ so we decided to embrace that fact and share it with the world," said Lee Applbaum, RadioShack’s Chief Marketing Officer. "This creative is not about changing our name. Rather, we’re contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack’s authority in innovative products, leading brands and knowledgeable, helpful associates."
Now I may be from Kentucky, and therefore not very sophisticated, but I’ve hung out at Radio Shacks from sea to shining sea in the US for 40 years and not once have I heard anyone call the place “The Shack.” How about you? Do you think “The” is better than “Radio” now that we’re in the 21st century and the radios sold at “The Shack” are mostly mobile phones? What’s your reaction?
Want to see some old Radio shack catalogs? Go here.
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