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RadioShack ditching Radio in favor of The Shack

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RadioShack is giving itself a new, shorter nickname – The Shack.

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The gadget retailer is introducing a new ad campaign and intends to refer to itself as The Shack – something it says customers have already been doing.

“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,” said Lee Applbaum, RadioShack’s Chief Marketing Officer, in a statement.

While consumers often think to go to RadioShack to buy cables or batteries, the retailer said it is “critically important” that customers also think to go to it for mobile products.

“You will see a real focus on mobility and wireless products from leading brands in our new advertising,” Applbaum said.

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