Radio Shack Rebrands as dioSha

In a move executives think will save millions, Radio Shack announced its new brand identity on Tuesday.  The latest in a series of cost-cutting measures for the once-dominant retailer boils down to this: Radio Shack has renamed itself dioSha effectively immediately.

“We’ll cut outdoor lighting costs by almost half right out of the gate,” said CMO Tandy Carouthers, noting that dioSha is only 6 letters as opposed to the legacy brand’s lengthy 10. “It also dovetails nicely with our green initiatives, really reducing our carbon footprint.”

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