RadioShack Renamed

"The Shack" launches this week.

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    RadioShack will launch a new brand calling itself "The Shack".

    RadioShack is launching a brand. The Fort Worth company will begin an ad campaign calling calling itself  "The Shack".

    The Dallas Business Journal reports the RadioShack name will remain, but the new brand will run in a new marketing campaign that will begin Thursday.

    "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 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.

    The branding campaign comes as RadioShack promote the fact the company has added T-Mobile to its wireless carrier lineup. RadioShack also is partnering with Texan bicyclist Lance Armstrong to join his global fight against cancer while also sponsoring his American Pro-Tour cycling team.