When RadioShack introduced “The Shack” as a nickname last week and part of a new marketing and rebranding campaign, the response from the industry and the public was mixed. Some in the blogosphere went so far as to say a name change will never work, while others suggest there are clear steps that must be taken to succeed at a rebrand.

 

"I applaud the aggressiveness of it," says Tony Telloni, MD and New York market leader for Burson-Marsteller, of RadioShack's decision. ...