Update: The Shack speaks

On Monday we posted an article about RadioShack which recently nicknamed itself The Shack. After a pretty sizable media/blog backlash, The Shack felt the need to defend its actions…

From AdAge: “In an interview with Ad Age, Chief Marketing Officer Lee Applbaum downplayed criticisms of the nickname. He pointed out that consumers and media are drawing conclusions before they’ve seen any of the new campaign. The company has no plans to eliminate its RadioShack moniker, and the name will remain unchanged on exterior signage at stores. Those details were not apparent based on the company’s press release, as evidenced by the media coverage the announcement received.

When asked why the company did not roll out the campaign in a way that would have avoided at least some of the confusion, Mr. Applbaum insisted that the company is “very strategic”. He said it’s difficult to “dissect any one piece” of the platform and its rollout.”

So we’re drawing conclusions before we’ve seen any of the campaign? This isn’t part of the campaign? It sure looks like it, what with the massive laptops and equally large signage. Maybe this is just how The Shack acts these days. Not to worry though, they’re very strategic. Before we know it, we’ll be singing the praises of The Shack and its new campaign. Can’t wait!