It appears Radio Shack is attempting to rebrand itself as “The Shack.” They say it’s what their friends call them. Have you ever met a friend of Radio Shack? I might be alone, but the last thing I would call Radio Shack is a friend. Although they are sometimes reliable like a friend in time of need (for those quick cable/connector runs), I find I walk out of there spending twice as much as I would have elsewhere. Some friend.
I couldn’t agree more.
The next time you consider adding or revising your slogan, or even more drastic, changing your name, remember that slogans and names have very little to do with who you are. It’s nice when they reflect who you are, but once you have an identity, names and slogans must reinforce who you already are, not who you aspire to be.