RadioShack Changing Name To 'The Shack' RadioShack Corp. is launching a branding campaign in the hopes of jazzing up its image. The 88-year-old electronics retailer now wants to be referred to as "The Shack." It is shifting towards mobile products, and away from old-fashioned things like radios.

RadioShack Changing Name To 'The Shack'

RadioShack Changing Name To 'The Shack'

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RadioShack Corp. is launching a branding campaign in the hopes of jazzing up its image. The 88-year-old electronics retailer now wants to be referred to as "The Shack." It is shifting towards mobile products, and away from old-fashioned things like radios.

LINDA WERTHEIMER, host:

Our last word in business is The Shack - not the basketball star. That's what the 88-year-old electronics retailer RadioShack now wants us to call it. Tomorrow, the company is launching a branding campaign in the hopes of jazzing up its image. It's also shifting toward mobile products and away from old fashioned things like radio. Here's analyst Carl Howe with the Yankee Group.

Mr. CARL HOWE (Analyst, Yankee Group): Certainly, radio sounds old to a lot of people. But hey, they could be going with their old brand, which was Tandy.

STEVE INSKEEP, host:

Instead, they're going with Shack? Like that's the thing that sounds trendy?

(Soundbite of music)

INSKEEP: I'm going to The Shack.

(Soundbite of music)

INSKEEP: That's the business news on MORNING EDITION from National Public Shack. I'm Steve Inskeep.

WERTHEIMER: And I'm Linda Wertheimer.

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