Fort Worth, TX - Aug 3, 2009 - Radio Shack Corporation will unveil its new brand creative platform, "The Shack," on Aug. 6, 2009, supported by an integrated television, print and digital media schedule, as well as a three-day launch event taking place in New York City and San Francisco.

According to the Radio Shack press release:

"Trust is a critical attribute of any successful retailer, and the reality is that most people trust friends, not corporations. 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 Radio Shack as The Shack, so we decided to embrace that fact and share it with the world," said Lee Applbaum, Radio Shack's chief marketing officer. "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."