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.”

image

Advertisements
Categories: Tags: ,

Join the discussion!

Fill in your details below or click an icon to log in:

WordPress.com Logo

You are commenting using your WordPress.com account. Log Out / Change )

Twitter picture

You are commenting using your Twitter account. Log Out / Change )

Facebook photo

You are commenting using your Facebook account. Log Out / Change )

Google+ photo

You are commenting using your Google+ account. Log Out / Change )

Connecting to %s