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Radio Shack Tries to Shed Its ‘80s Image with D.I.T.
By: Cindy Wendland
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There is nothing better than when someone “owns it." Respect flows when there is a problem, the company admits it, steps up, and says, “Yep, it’s not working. We’re going to fix it.” That is what Radio Shack communicated with their newest commercial — our ‘80s image has to go, and look at where we’re going.

Radio Shack has been involved in consumer electronics for over 90 years. They were one of the first to have an “audio showroom” in 1947 and introduce a personal computer in 1977. In 1986 they began offering mobile telephones and this is where they seemed to get stuck. Their commercial has fun with it.

Radio Shack is rebranding themselves, again. Their new slogan is “It can be done, when we do it together.”  (Do It Together — D.I.T.) Their previous rebranding effort in 2009 was an effort to modernize the store and call it something hip, “The Shack." People were more familiar with the name Radio Shack, so they are converting back to that in their messaging.

One of the unique aspects of their product portfolio is the Hobby and Do-It-Yourself portion. The list of product categories under this section on the website is truly impressive. Hobbyists know Radio Shack as the place to find things they need. Radio Shack has chosen not to narrow its focus but offers a wide portfolio, which also includes cell phones, electronics, and batteries.

The “Do It Together” campaign puts huge emphasis on Radio Shack’s employees. The company wants them to be known as sources of knowledge for consumers' ideas. To do this, Radio Shack needs to build the culture of knowledgeable techie employees. Currently no one does that better than Apple. Apple Store employees are fiercely loyal and incredibly knowledgeable. People know their questions will be answered well at Apple. Radio Shack will need to build a similar group of impressive employees. However, to find or train people to be highly knowledgeable on that broad of a spectrum of products is going to be pretty tough.

   

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About the Author
Cindy Wendland has a background in marketing and finance. She is the creative director for an online men's health magazine, BrainBrawnBody.com, and she gets to write their leisure/travel blog. She is also a web designer helping her clients with online community engagement, websitesbywendland.com. Prior to her web years, she worked in pharmacy consulting.
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