The Shack Is Wack
RadioShack recently unveiled its new marketing campaign rebranding itself as “The Shack,” and it doesn’t seem to be going over well. As Conan O’Brien pointed out last night, “This is for people who are scared off by high-tech buzzwords like ‘radio.’ ” RadioShack has outlived Circuit City, but then again, Circuit City did something similar before its demise. Maybe The Shack could have done better if they’d gotten this guy to endorse them. At this point in his career, he’d probably do it. Better yet, they could make their stores a bit more welcoming and their merchandise more in line with electronics that people actually want to buy. We’ll see if that happens, I guess. Until then, this looks like the advertising equivalent of a ponytail on a balding man.