{"id":545,"date":"2009-09-02T08:00:00","date_gmt":"2009-09-02T08:00:00","guid":{"rendered":"http:\/\/www.questionpro.com\/?p=545"},"modified":"2023-02-28T09:47:40","modified_gmt":"2023-02-28T09:47:40","slug":"radio-shacks-rebranding","status":"publish","type":"post","link":"https:\/\/www.questionpro.com\/blog\/radio-shacks-rebranding\/","title":{"rendered":"Does Radio Shack\u2019s Rebranding Pass the Market Research Test?"},"content":{"rendered":"

Radio Shack\u2019s Rebranding<\/h3>\n

When I first heard that Radio Shack’s rebranding, I thought, \u201cgreat!\u201d<\/p>\n

But after I read what Scott White (aka The Big Kahuna) wrote at Brand Identity Guru, \u00a0RadioShack: A Case Study in Half-Assed Branding<\/a>, I was disappointed. I would love to hear about the research that Radio Shack conducted before they rebranded.<\/p>\n

Turns out Radio Shack\u2019s management is NOT getting rid of the word \u201cSHACK\u201d in their name.\u00a0 To me \u201cshack\u201d means a falling down, temporary structure that you wouldn\u2019t want your dog to sleep under because it might collapse on him in the night.<\/p>\n

Or, it reminds me of the song, Sugar Shack<\/a><\/p>\n

Or I think of the best- selling book called \u201cThe Shack\u201d by William P. Young<\/a>.\u00a0 My book club was reading it this summer.\u00a0 It\u2019s #13 on Amazon and as of today, 602 days in the top 100 list.\u00a0 Three big strikes right there, in my mind.<\/p>\n

All right.\u00a0 Four Big strikes.\u00a0 Why pick a popular word?\u00a0 A popular word makes it tough to get natural organic search engine optimization!\u00a0 (I know about someone else having your name since my name is Chris Brown!)<\/p>\n

I just can’t believe that they dropped Radio to keep Shack.\u00a0 \u00a0\u00a0Actually, Radio isn’t that great either.\u00a0 Why not abbreviate it to something like RS.\u00a0 Wonder if they did any research at all?<\/p>\n

Maybe RS isn\u2019t a good name either, too reminiscent of how we used to call the TRS-80 (for those of you who don\u2019t remember the start of personal computer\u2019s, it was lovingly called the Trash 80.)<\/p>\n

Hmmm, RS.\u00a0 Aren\u2019t initials hard to get search engine optimization and Google juice for?\u00a0 (Note to self, check out your hypothesis before creating a \u201cfact!\u201d)<\/p>\n

When I type \u201cRA\u201d into my Google search, I only need 2 letters to have it prompt to Radio Shack and Google fills in the word for me.\u00a0 \u00a0Humph!<\/p>\n

Well, I wonder if they tried that before changing to \u201cThe Shack?\u201d Maybe they don\u2019t care about internet presence?\u00a0 Maybe they think bricks and mortar are where it\u2019s at –or a falling down wooden structure.<\/p>\n

Maybe I\u2019m not the target market.\u00a0 And the word \u201cSHACK\u201d means something totally different to them.\u00a0 \u00a0\u00a0Doesn\u2019t saying \u201cthe shack\u201d sound like \u201cthe Shaq\u201d?<\/p>\n

Maybe they need a brand strategist at Radio Shack.\u00a0\u00a0 Check out this live report from Techspank during their big name change promotion in Times Square NYC along with San Francisco.\u00a0 This had me \u201cLOLing\u201d especially at the 4 minute mark.\u00a0 I\u2019m willing to bet he asked more questions of the folks in Time Square than management at \u201cthe shack\u201d did before creating the name change.<\/p>\n

Today’s guest blogger is Chris Brown<\/strong>. \u00a0Chris helps small and medium sized companies improve their marketing <\/a><\/em>to get better sales results. For 17 years prior to that, she helped large Fortune 500 companies with their marketing efforts. She regularly <\/em>shares her knowledge<\/em><\/strong><\/a> at her Branding & Marketing blog.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

Radio Shack\u2019s Rebranding When I first heard that Radio Shack’s rebranding, I thought, \u201cgreat!\u201d But after I read what Scott […]<\/p>\n","protected":false},"author":128,"featured_media":24021,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_genesis_hide_title":false,"_genesis_hide_breadcrumbs":false,"_genesis_hide_singular_image":false,"_genesis_hide_footer_widgets":false,"_genesis_custom_body_class":"","_genesis_custom_post_class":"","_genesis_layout":"","footnotes":""},"categories":[276],"tags":[],"yoast_head":"\nDoes Radio Shack\u2019s Rebranding Pass the Market Research Test? | QuestionPro<\/title>\n<meta name=\"description\" content=\"Radio Shack\u2019s Rebranding would be a necessary step and could help the company gain back its lost business, but with Radio Shack\u2019s Rebranding be done right?\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.questionpro.com\/blog\/radio-shacks-rebranding\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Does Radio Shack\u2019s Rebranding Pass the Market Research Test? 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