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NEW YORK Fort Worth, Texas-based RadioShack will call itself “The Shack” under a new branding strategy that will be unveiled on Aug. 6.
The new platform, developed by creative agency Butler, Shine, Stern & Partners of Sausalito, Calif., will launch during a three-day event in New York and San Francisco, and aims to contemporize and reinterpret the brand.
“Trust is a critical attribute of any successful retailer, and the reality is that most people trust friends, not corporations,” said Lee Applbaum, chief marketing officer at RadioShack.
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