Adspeak

"Trust is a critical attribute of any successful retailer, and the reality is that most people trust friends, not corporations," said Lee Applbaum, RadioShack's chief marketing officer, in a statement. "When a brand becomes a friend, it often gets a nickname - take FedEx or Coke, for example. Our customers, associates and even the investor community have long referred to RadioShack as 'THE SHACK,' so we decided to embrace that fact and share it with the world. This creative is not about changing our name. Rather, we're contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack's authority in innovative products, leading brands and knowledgeable, helpful associates."

link: Radio Shack Isn't Changing Name, Just the Brand - News and Analysis by PC Magazine

Forget about it with the fresh, new voice and distinctive creative look, you're saying you want me to think about your store as a shack. Have fun with that.