Comments on: RadioShack – A Case Study In Half Assed Branding http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/ Branding Opinions From Our Fearless Leader - Scott White Tue, 03 Jan 2012 05:40:07 +0000 hourly 1 http://wordpress.org/?v=3.2.1 By: Verlie Barran http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-5274 Verlie Barran Fri, 22 Apr 2011 16:55:03 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-5274 Only wanna remark that you have a very decent internet site , I like the design it actually stands out. Only wanna remark that you have a very decent internet site , I like the design it actually stands out.

]]> By: Dr Wright http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4694 Dr Wright Mon, 07 Sep 2009 12:34:46 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4694 I totally agree with you. Radio Shack is where the do it yourself-ers go. It's kind of old school but there are tools you can get there, that you wont find at Best Buy. Why drop the Radio? What are they doing. The same crappy thing as the HUT??? They need to just explain to the new generation what they have to offer. Dr. Letitia Wright The Wright Place TV Show http://wrightplacetv.com www.twitter.com/drwright1 I totally agree with you. Radio Shack is where the do it yourself-ers go. It’s kind of old school but there are tools you can get there, that you wont find at Best Buy. Why drop the Radio? What are they doing. The same crappy thing as the HUT???

They need to just explain to the new generation what they have to offer.
Dr. Letitia Wright
The Wright Place TV Show
http://wrightplacetv.com
http://www.twitter.com/drwright1

]]> By: Mike Kirschner http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4686 Mike Kirschner Wed, 02 Sep 2009 22:48:33 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4686 James, so where can I find this "very capable sales associate" at Radio Shack (or Shadio Rack, as we used to call it back in the day)? They're as bad as Fry's, and know nothing about anything. They finally stopped selling overpriced (and useless) electronic components - you will not "repair" anything by buying parts at Shadio Rack - and now there's just about no reason to go into the store at all. They have tried to "keep up" but I see absolutely nothing differentiating about them. I can do much better on the web or at my local computer store for the items I need. I completely agree with the post; this is a terrible "rebranding" of a brand that needs to be completely rethought. Since they're not dead yet, this will ensure that happens. James, so where can I find this “very capable sales associate” at Radio Shack (or Shadio Rack, as we used to call it back in the day)? They’re as bad as Fry’s, and know nothing about anything. They finally stopped selling overpriced (and useless) electronic components – you will not “repair” anything by buying parts at Shadio Rack – and now there’s just about no reason to go into the store at all. They have tried to “keep up” but I see absolutely nothing differentiating about them. I can do much better on the web or at my local computer store for the items I need. I completely agree with the post; this is a terrible “rebranding” of a brand that needs to be completely rethought. Since they’re not dead yet, this will ensure that happens.

]]> By: Chris Brown http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4684 Chris Brown Sun, 30 Aug 2009 11:32:28 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4684 When I saw this story, I thought, great! They are getting rid of SHACK which has a falling down, temporary connotation. Can't believe that they dropped Radio to keep Shack. Actually, Radio isn't that great either. Why not abbreviate it to something like RS or Shack. Wonder if they did any research at all? When I saw this story, I thought, great! They are getting rid of SHACK which has a falling down, temporary connotation. Can’t believe that they dropped Radio to keep Shack. Actually, Radio isn’t that great either.

Why not abbreviate it to something like RS or Shack. Wonder if they did any research at all?

]]> By: BIG Kahuna http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4672 BIG Kahuna Tue, 25 Aug 2009 04:27:14 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4672 Well they did change it, sort of. They now go by "The Shack", again they still keep the name RadioShack. Personally I think they're doomed and will be out of business soon enough. But you may have hit on something....hard to find stuff. Now that's an interesting way to position. Instead of being afraid of the name "RadioShack" they could embrace it. I can see a tagline now "The place you find old stuff" or something to that effect (good thing I don't write taglines). Well they did change it, sort of. They now go by “The Shack”, again they still keep the name RadioShack. Personally I think they’re doomed and will be out of business soon enough. But you may have hit on something….hard to find stuff. Now that’s an interesting way to position. Instead of being afraid of the name “RadioShack” they could embrace it. I can see a tagline now “The place you find old stuff” or something to that effect (good thing I don’t write taglines).

]]> By: James Hale http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4671 James Hale Mon, 24 Aug 2009 18:38:11 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4671 They have a ton of brand equity in the name, so changing it is ridiculous. Name changes have a lof free PR value though, so maybe that's it. RadioShack has seemed to evolve with the times to me. Try buying a couple year old camcorder or cellphone battery.... RadioShack seems one of the few around to stock them. And if not, a very capable sales associate will happily give you a link to their site to order one. They're also handy for adapters and weird stuff we always seem to need. Stuff that's outside the realm of what the nationwide Walgreen's/Eckerd's/Target/Kmart chains normally carry. We need to keep and celebrat places like this for people who want to keep older things and get them repaired. Instead jumping on the disposable culture bandwagon and just throwing it out and buying the brand-newest/latest every time. They have a ton of brand equity in the name, so changing it is ridiculous.
Name changes have a lof free PR value though, so maybe that’s it.

RadioShack has seemed to evolve with the times to me. Try buying a couple year old camcorder or cellphone battery…. RadioShack seems one of the few around to stock them. And if not, a very capable sales associate will happily give you a link to their site to order one. They’re also handy for adapters and weird stuff we always seem to need. Stuff that’s outside the realm of what the nationwide Walgreen’s/Eckerd’s/Target/Kmart chains normally carry.

We need to keep and celebrat places like this for people who want to keep older things and get them repaired. Instead jumping on the disposable culture bandwagon and just throwing it out and buying the brand-newest/latest every time.

]]> By: Alan 'Brand' Williamson http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4669 Alan 'Brand' Williamson Mon, 24 Aug 2009 06:45:02 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4669 It seems the branding world has caught a bout of 'generitis' . From 'The Shack' to 'The Hut' ? Although Pizza Hut have denied they are about to change their name. But hey, there's always next year's new Marketing Director. Can you imagine Taco Bell as 'The Bell'. And as you pointed out Circuit City (The City) has sadly blown a fuse. But here in the UK, The Carphone Warehouse will never go generic to 'The Warehouse' if I have any influence left. It seems the branding world has caught a bout of ‘generitis’ . From ‘The Shack’ to ‘The Hut’ ? Although Pizza Hut have denied they are about to change their name. But hey, there’s always next year’s new Marketing Director. Can you imagine Taco Bell as ‘The Bell’.
And as you pointed out Circuit City (The City) has sadly blown a fuse.

But here in the UK, The Carphone Warehouse will never go generic to ‘The Warehouse’ if I have any influence left.

]]> By: Paul Dirks http://www.brandidentityguru.com/wordpress/2009/08/23/radioshack-a-case-study-in-half-assed-branding/comment-page-1/#comment-4668 Paul Dirks Sun, 23 Aug 2009 22:04:45 +0000 http://www.brandidentityguru.com/wordpress/?p=1321#comment-4668 RS's branding problem is a lot older than 15 years. There's only one way they've managed to survive against Best Buy. They're IN the Mall as opposed to across the Parking lot. You can shop there WHILE the Wife is at JC Penny's. At Best Buy, it's necessary to drag her with you for the particular 'Toy Store' stop. RS’s branding problem is a lot older than 15 years. There’s only one way they’ve managed to survive against Best Buy. They’re IN the Mall as opposed to across the Parking lot. You can shop there WHILE the Wife is at JC Penny’s. At Best Buy, it’s necessary to drag her with you for the particular ‘Toy Store’ stop.

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