Radio Shack Becoming "The Shack"

A few weeks ago I blogged on Kentucky FRIED Chicken spending millions to reposition the brand as the place for UNFRIED chicken.

It's always sad to see a brand come to the realization that their name is WRONG. Clearly. "Fried" has not been exactly a desirable food attribute for about the last ten years or so. So what else was KFC to do? They first tried to get us used to calling it "KFC" instead of" Kentucky Fried Chicken." They spent years on that. Now, they've actually changed the product offering, too. I haven't been to a KFC in years, and I doubt that the allure of their now unfried chicken is going to get me in the door. If I do get the urge to visit a KFC, it's going to be because I have a craving for their good old fried chicken. I guess they must have data that convinces them that new customers will come in now that they are offering unfried chicken. Seems to me that it will just be the same customers who simply end up cannibalizing fried chicken sales in order to try/buy the unfried chicken. Time will tell.

Now, in today's news there is another retailer who has finally realized that their name is part of their problem. It's Radio Shack. They are about to launch a massive marketing effort to get us to think of them as "The Shack." But according to what I've read, they are not officially changing their name. They are still "Radio Shack."

OK. I agree that the "Radio" in "Radio Shack" is a big problem. Not contemporary and no longer relevant. It's all about cool wireless gizmos now. I just don't understand this half-pregnant move they are making. Why not go all the way? If the name is wrong, bite the bullet and change it. I suspect they are being overly cautious and that an actual name change is probably being planned as Part II of this effort. Name changes are expensive propositions. It's probably hundreds of millions of dollars just in signage alone. But the fact remains. If the name is wrong (and clearly the Radio Shack name is now definitely wrong), you have to face up to that fact and change it. Why fool around with this "half-change?" My message to Radio Shack is to have the courage to do what's needed. And if it's needed, it's needed right now. Timidity is not a winning strategy.

A Simple Thing That's Been Brilliantly Marketed - M and M's

Over the past decade, the folks at Mars have done an absolutely brilliant job of transforming M and M's (this blog won't let me use an ampersand, so the brand purists our there will have to tolerate this incorrect usage) from an ordinary candy to an icon brand - as powerful as any brand in the world.

They've done it using every weapon in the modern marketing arsenal. But it's really a story of crafty and consistent marketing investment behind one truly BIG IDEA that has been brilliantly executed and extended for many many years.

Here are just some of the things they've done that have leveraged the brand shrewdly.

1. Creating the animated characters: They gave the brand personality, charm and dramatically enhanced its distinctiveness. The team that originated the characters created a BIG idea that has made billions for Mars.

2. Leveraging the characters consistently over the years. They recognized a good thing and had the good sense to "keep on keeping on" despite what has probably been dozens of different executives managing the business over the years.

3. Using the power of licensing. Once the characters had established their appeal, Mars began cleverly licensing their use to build even greater brand ubiquity.

4. Opening Retail Stores. NYC has a great one. So does Las Vegas. Check one out the next time you have a chance. The NYC store is particularly brilliant due to the tremendous digital outdoor signage that is part of it and how that signage is being used to enhance the brand and draw people into the store.

5. Marketing product news on a regular basis. New colors. New things printed on the candy. Customizable candy. A "Premium" version of the basic product. The latest is Disney characters on the candy. Fun stuff that keeps the brand interesting.

6. Using NASCAR. The M and M Racing Team helps broaden the brand's appeal even further.

7. Investing in all the basics. TV. Print. Internet. They continue to throw gasoline on the fire. Smart!

I remember the brand before it became supercharged. It has taken Mars decades, but they have done a stupendous job of transforming a simple candy into an American icon brand. Kudos to everyone involved over the years!