Rebranding Like Radio Shack to The Shack

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Tue, Aug 4 - 10:18 am EDT | 5 years ago by
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Have you found that when consumers refer to your product with a different catch phrase than your product’s actual name? Do you find that consumers ask for a particular product with a shortened or different name than what you have branded it with? Then maybe it’s time for you to rebrand your product’s name.

barcode-productOne case of rebranding can be seen with the Radio Shack company. One of the original names was Tandy then they changed to Radio Shack and now have chosen to rebrand themselves as “The Shack”. According to the company…

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,” said Lee Applbaum, RadioShack’s Chief Marketing Officer.

If you do decide to go through the rebranding process, then there are a few things that you need to keep in mind for your product. The list below is the basic foundation for develop a rebranding process.

  • Develop a new product brand packaging that caters to the consumers you are trying to reach with your rebrand.
  • Assess what graphic you will need to have changed to represent your the rebrand for your product.
  • Create a new marketing campaign that incorporates your rebrand efforts.
  • Research your industry to make sure that you are not breaking copyright laws by rebranding to something similar to a competitor’s product.

As you go through the process of rebranding your product, these steps can help you get started with your rebranding campaign. In developing your rebranding campaign, remember to ask your consumer what they think about your product and for suggestions on how you should improve your product. Incorporating your consumers’ suggestions into your rebranding campaign can make a big impact because you will be rebranding according to their needs and suggestion about your product.

Image: SXC.hu

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  • http://www.brandbucket.com BrandBucket – Caitlin

    Great article. The RadioShack rebrand has been getting a lot of negative press, but I believe mostly this is because EVERYONE is rebranding and most of them don’t make sense. But The Shack does. Its a name many many people already use and it gives them a more updated and modern tone by dropping ‘radio’. Your 4 bullet points are right on with rebranding. Good read.

  • Rebranding

    Just because consumers are referring to your business name as something else does *NOT* mean it’s time to rebrand. Think of it this way: If your family calls you Missy but your name is Melissa, does that mean you should do a legal name change?

    Nicknames are terms of endearment, but are not a call to rebrand. I call McDonald’s McD’s but I would be horrified if they changed names. BurgerKing is BK. Verizon is VZ.

    Radioshack’s move is a blunder that will cost them dearly. I see a “New Coke” thing coming down the pipeline with them. “Radioshack” had some kind of connotation that was old and respected. “The Shack” as an official brand sounds like some kind of rundown place with inferior products.

    Lastly, rebranding is an extremely expensive undertaking: You are literally trying to retrain your customer base, spending massive quantities of cash. and speaking of spending massive quantities of cash: The perception of radioshack held by everyone I know is that their products are too expensive for the quality. Maybe they’d do better saving their “shack money” and drop prices a bit to entice customers.

    Freshening a logo? Yes. But if you have 100 years of equity in a *well recognized* name, color, shape…..then for Pete’s sake, do not throw all that away and start over!!!! Change perceptions, not your name.

    The only time rebranding makes sense is when you have a major embarassment or negative association (Firestone Tires) that drives consumers away.

    My $0.02.

  • http://www.ProMembershipServices.com Kim Beasley

    Thanks for your feedback regarding “The Shack”. I totally agree that rebranding is something a necessary thing for a business owner.