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RadioShack's 'The Shack' Shift: 3 Things to Consider

04.08.2009
RadioShack is joining the growing list of companies trying to refresh an old image by taking on a new name. will begin referring to itself as "," the retailer . But it's not as simple as changing the signs. And, depending on whom you ask, it might end up .

So, before you shack up with your impressions of The Shack's shortened signature, here are three things to consider.

1. All signs point to the signs staying the same.

While much of the has implied that is formally changing its name, that doesn't actually appear to be the case. According to the official announcement, The Shack will be a "new brand creative platform." Granted, that's written in the language of , not English. But reading through the rest of the gobbledygook, my takeaway translation is still that this is a nickname -- not a full-on company name change.

From the press release:

"When a brand becomes a friend, it often gets a nickname -- take FedEx or Coke, for example. 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. ... This creative is not about changing our name. Rather, we're contemporizing the way we want people to think about our brand."