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Posts Tagged ‘RadioShack’

Radio Shack Chooses Playground Over Business School

The public takes no joy in watching the slow and painful demise of RadioShack. There was a time when RadioShack was a relevant brand in the retail technology game—before it became a larger version of that cardboard box in your attic full of forgotten accessories and tangled power chords.

RadioShack, clearly, has a public relations problem. In a world obsessed with the latest technology that offers the sleekest designs, fastest times and most powerful processors, nothing conveys the exact opposite image of modernity than the words “radio” and “shack.” Oddly, RadioShack’s name may be the most valuable asset the brand has going.

That’s how big the PR challenges are for RadioShack.

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Apple Expands Its Retail Presence to Strengthen Its Brand

Apple Store Central Park SouthIt’s been a trying year for Apple as the brand continues to shape its post-Jobs identity and competitors become increasingly tenacious, emboldened by a marketplace no longer totally mesmerized by Apple’s spell.

Despite the cynicism the public feels about Apple’s incessant parade of product upgrades and disturbing news about its factory conditions in China, we still love one aspect of Apple’s brand: the retail stores. In fact, in 2012 Apple’s more than 400 stores attracted 120 million people. So the company plans to strengthen its brand by expanding its retail space: closing 20 stores that can no longer accommodate the growing crowds and opening 30 new stores across the globe, expanding the brand’s retail presence into 13 countries.

Clearly something profound is happening in Apple’s retail stores; something that extends beyond our attraction to digital devices, our obsession with the latest technology and our affinity for the knowledgeable customer service representatives that answer our questions. Apple retail stores are becoming part of our communities—like your local Starbucks, but without the requisite caffeine addiction.

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RadioShack Shuffles Its Marketing

RadioShack is shifting its marketing around across disciplines.

The company has chosen Weber Shandwick as its AOR after a competitive review. Weber will work with other IPG firms Axis and Current Lifestyle Marketing on PR, digital, and CSR initiatives here and abroad.

And Ad Age is reporting that the company is looking for a new advertising firm after working with Butler, Shine, Stern & Partners for the past two and a half years.

First order of business may be to get rid of that rebranding campaign to call the store “The Shack.” Remember that?

Financial news from the company has not been positive of late. The S&P downgraded the company’s credit another “notch into junk territory,” Marketwatch reported a couple of weeks ago. And Q3 earnings were down 99 percent (!). The company is focusing on mobile, with a free phone promotion that has been extended through year-end.