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RadioShack Unveils New Brand Positioning Inspired by Collaborative, Do-It-Together Spirit

New Direction will Highlight the Brand's Evolving Role in Consumers' Lives

FORT WORTH, Texas, Jan. 27, 2014 /PRNewswire/ -- RadioShack today announced its new brand positioning, which articulates the brand's purpose and serves as the foundation for the company's competitive advantage. "It Can Be Done, When We Do It Together" speaks to the brand's ability to collaborate with consumers to help them discover what is possible through technology.


The new positioning is rooted in RadioShack's purpose as the brand that enables customers, filling a void when consumers need knowledge and some added expertise to bring a tech idea to reality.

"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee. RadioShack helps consumers find the products they need to connect and power their lives. More importantly, RadioShack can help create technology-based solutions that make anything possible," said Joe Magnacca, chief executive officer of RadioShack. "This new approach gives us an internal rallying cry to motivate our team of almost 30,000 associates to go the extra mile for our customers as we continue to make progress with our turnaround plan."

RadioShack will debut a new integrated marketing campaign in early February that focuses on how anything is possible when we "Do It Together (DIT)."

The positioning draws on consumer experiences that have long differentiated RadioShack and created an emotional connection with our loyalists. RadioShack customers celebrate the idea that "two heads are better than one." Research shows that RadioShack and its associates serve as that collaborator for many consumers. RadioShack consistently receives a strong Net Promoter Score (NPS), a widely accepted customer loyalty metric, from our customers.

"Our store associates are talented and passionate about helping customers. They provide a true differentiation point and advantage for RadioShack," said Mr. Magnacca. "I spend a lot of time in stores and see our associates helping to make, create, innovate and solve problems with people every day. It's something RadioShack alone can do well; our new concept stores even have collaboration spaces that encourage DIT.  And, we are introducing our 'Did You Know' idea cards to help inspire and inform on new uses of technology with simple step-by-step explanation."  

"We've extensively researched RadioShack's role in the marketplace, and from that we know that RadioShack can deliver on a positioning that openly states anything is possible when we Do It Together," said Jennifer Warren, senior vice president and chief marketing officer of RadioShack. "This is something that differentiates us and is in line with where the consumer electronics industry is headed, delivering connected solutions to the marketplace. We debuted the concept to partners at CES (Consumer Electronics Show) and it was very positively received."

"There is a collaborative spirit that is inherent in our brand, and is prevalent in our consumers' lives," Ms. Warren continued.  "RadioShack has a place as the brand that empowers customers. This positioning is a direct articulation of our desire to inspire our consumers and to have them inspire us."

Do It Together (DIT) Creative Debuts in February

The new DIT creative capitalizes on one of RadioShack's true differentiators – its associates. The idea that RadioShack and its associates have the know-how to bring consumers' ideas to life is central to the multifaceted campaign.

The marketing plan includes TV, radio, print, digital, social and in-store executions, created with a how-to perspective in mind and placed to reach and engage a very tech-forward audience.

This RadioShack creative is the first to debut from new advertising and media partner, Austin-based GSD&M.

It Can Be Done at RadioShack

The new positioning will impact core competencies of the RadioShack brand – people, products, pricing and how we engage our neighborhoods– through both internal and consumer-facing changes. Hiring and training practices; our merchandising and product development strategies featuring the latest in technology; and consumer centric design in stores will align to truly showcase the collaborative nature of the RadioShack brand.

"We want to make sure our consumers recognize that RadioShack is their close-to-home tech resource," said CEO Magnacca. "RadioShack is here to help you discover what's possible with the best product, friendly experts and solutions for every budget."

About RadioShack Corporation

RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile technology products and services, as well as products related to personal and home technology and power supply needs. RadioShack® offers consumers a targeted assortment of wireless phones and other electronic products and services from leading national brands, exclusive private brands and major wireless carriers, all within a comfortable and convenient shopping environment. RadioShack employs approximately 30,000 knowledgeable and helpful sales experts globally. RadioShack's retail network includes approximately 4,300 company-operated stores in the United States, over 270 company-operated stores in Mexico, and approximately 1,000 dealer and other outlets worldwide. For more information on RadioShack Corporation, please visit; to purchase items online, please visit RadioShack® is a registered trademark licensed by RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300, [email protected]

SOURCE RadioShack Corporation

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