I find it funny when failing companies try to stay afloat with rebranding themselves to make people think they are different in some way. Every time I've heard of a company doing this, it has never gone well for them and you'd think they would learn from past mistakes, but they don't. Just like KFC's failed attempt at rebranding , Radio Shack is also trying to rebrand themselves.
Let's face it. Ever since the Internet has taken the middle man out of shopping, it has been the top competitor for brick and mortar businesses. Who wants to physically go to a store and deal with obnoxious sales reps just to pay more than it's being offered for online. I'm not saying every brick and mortar store should just give up trying to beat the Internet, but maybe it's time for them to change their business model and embrace technology.
Ever since I can remember, Radio Shack (now trying to call themselves "The Shack") has pretty much been a useless store. They have NEVER had good prices; most of them are located in malls; they have those obnoxious sales reps I was talking about; and they don't even offer good products. I can't recall one time I've gone to a Radio Shack and walked out finding what I needed.
Apart from all the problems Radio Shack faces to stay afloat, I just don't get the whole idea of expecting that changing your name will help you get more customers or money. The worst part of this particular rebranding is that they don't even have enough assets to change the signs on their stores to say "The Shack". Instead, they are asking the few customers that actually come to their store to change their name for them.
This is probably the worst rebranding /facepalm I've seen.