Watts (chipotle) wrote,
Watts
chipotle

A minor irrelevant consumer announcement

I’ve seen many people refer to RadioShack changing their name to “The Shack” and how monumentally stupid this is, following the lead of Pizza Hut changing their name to “The Hut.” I did something kind of wild and crazy and actually, y’know, went to the company web site to read the press release from August 3:

RadioShack Corporation (NYSE: RSH) will unveil its new brand creative platform, “THE SHACK,” on August 6, supported by an integrated television, print and digital media schedule, as well as a high-profile, three-day launch event taking place in New York City and San Francisco.

“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. “This creative is not about changing our name. Rather, we’re contemporizing the way we want people to think about our brand.”

In other words, they aren’t changing their name. This is a marketing campaign.

I also went to Pizza Hut’s web site, and found a somewhat curt and, dare I say, vaguely exasperated-sounding press release from June 20:

“Pizza Hut is not changing its name. We are proud of our name and heritage and will continue to be Pizza Hut. We do use ‘The Hut’ in some of our marketing efforts,” said Brian Niccol, CMO, Pizza Hut, Inc.

In other words, they aren’t changing their name. This is a marketing campaign.

That we’re so quick to believe that these companies would throw away decades of brand equity for Google-hostile generics says something, surely, but I’m not sure exactly what it says, nor whom it says it about. But don’t be looking for them to be changing their signs any time soon.

Jack in the Box, though? “The Box.” Next month. You heard it here first.

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