Radio Shack becomes “The Shack”

radio-shack-logo1Looking to present a fresh face and new image as it focuses more on selling wireless products, Radio Shack is unveiling its new brand this week:  “The Shack” — dropping “Radio” from the brand name.  School of Management Professor C.B. Bhattacharya, a branding expert, says the shift makes sense.

“There may be some consumer confusion in the immediate term, but in the long run the company will be better off.  Kids who are 6 or 7 years old today will grow up knowing it as The Shack, and they are the ones who are going to spend money on gadgets and gizmos of the future.”

Contact C.B. Bhattacharya, 617-353-5710,

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