RadioShack mistakes

Ah, RadioShack mistakes.  The list is longer than we can do here.

But they're more common than you might think.

A failure to embrace change is exactly what has doomed many brands.

At its peak in the late 90s, it was positioned as a leader in the retail technology.

Now, it's just an e-commerce site, primarily supplying HobbyTown.

RadioShack serves as a case study for what brands need to do if they are to remain relevant.

Its brand became meaningless

RadioShack mistake #1

Remember "The Shack?"

Eliminating “Radio” was to mark a sea change in entering the 21st century.

But technology consumers want control, simplicity and innovation. 

“The Shack” felt like a rundown hangout. Who wants that?

RadioShack remained afraid of change, so it wouldn’t go all the way in its rebranding.

To adapt to change, there’s one simple rule: Strategize around consumers only, not around the sacred cows within the brand. 

There was no true change.

RadioShack mistake #2

It is still about batteries and cables – which consumers can get at Best Buy or Walmart – and “dumb” technology.

For brands adapting to change, change isn’t just a marketing tactic

Any new promise needs to be fulfilled, which means cultural and operational change as well.

It made a leap that simply wasn't there.

RadioShack mistake #3

“The Shack” was really a stretch, forcing a nickname that didn’t exist in the marketplace.

The rebranding of RadioShack wasn’t believable.  So consumers tuned out.

It felt contrived and imposed on consumers, especially when they didn’t see any real change.

Even its newest logo does very little.  It means nothing.

RadioShack simply did next to nothing to adapt to change. It died in place.

For those who have not adapted to change, don't wait.  Embrace change now before it’s too late.