It's not "Team Radio Shack" after all; try "Team The Shack"

Radio Shack announced today that they are re-branding their name to “The Shack”. Just like Federal Express changed to FedEx.
Sounds like their gearing up for this team naming game as well.

“Livestrong in The Shack”

uli · August 4, 2009, 8:58pm

Team Shag - Livewrong

Free chicks. No virgins though. It’s not an arabic team after all.

Rahzel · August 5, 2009, 9:51am

Didn’t Pizza Hut just rebrand themselves as “The Hut?”

I can’t imagine that Phil and Paul will use any reference other than “Team Radio Shack” unless the PR guys at The Shack can come up with something better.

Drew_O · August 5, 2009, 1:14pm

I was just thinking that (re: Pizza Hut). But why? I guess both companies hope to move beyond their original product range (pizza or radios) while still maintaining a link to the fact that they’re household names.

So, if you’re opening a business, consider The Shed, The Hovel, The Shanty, The Yurt… ya never know!

I’m still hoping for LiveShack though. LiveShack, baby LiveShack…

IronBolus · August 5, 2009, 2:20pm

Makes sense that radio shack would drop radio from their name since well, hardly anyone uses radio devices anymore. But to change it to The Shack; yeah I want my electronics from a ghetto shack; that makes about as much sense as calling a brothel House of The STD. A much better name would be The Source - as in power source since I think they are trying to rebrand themselves as a quick stop place for your electronic needs, versus the big box stores which take forever when you walk in the door.

Former_User · August 5, 2009, 2:38pm

Makes sense that radio shack would drop radio from their name since well, **hardly anyone uses radio devices anymore… **

Huh? How do you think all these cell phones and wirelessly connected devices work??

If anything, the use of “radio devices” is on the upswing.

JSA · August 5, 2009, 2:40pm

Not sure I understand “The Shack” either. Does not connote “electronics” in any manner. Does not make sense to me.

I hear the name “Circuit City” is available …

IronBolus · August 5, 2009, 2:43pm

Don’t take it so literally, radio technology is different than using a “radio.” I know RFID totally transformed how Wal-Mart could perform inventory management; but tell your average person on the street that and they aren’t going to have a clue what you’re talking about. When was the last time you heard someone say, hey turn on the radio - its now whats on your ipod, or whatever; the term “radio” is antiquaited.

Former_User · August 5, 2009, 3:34pm

Don’t take it so literally, radio technology is different than using a “radio.” I know RFID totally transformed how Wal-Mart could perform inventory management; but tell your average person on the street that and they aren’t going to have a clue what you’re talking about. When was the last time you heard someone say, hey turn on the radio - its now whats on your ipod, or whatever; the term “radio” is antiquaited.

What’s wrong with using “antiquated” terminology in a modern world? There’s something to be said about “brand continuation” and a recognizable name. For example, why does AT&T still have the second “T” in the name?

So tell me, when you call someone on your whizbang “smart phone”, what’s the common term still used for entering a phone number…and how does that actually relate to the process?

In any case, I’ll bet that they don’t actually change the name to “The Shack”…it will end up being more like a “nickname” for the brand…just a way to make the brand sound a bit more “hip”.