Visual Strategy Guide

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REBRANDING

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Visual Strategy Guide

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RadioShack

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Visual Strategy Guide

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RadioShack rebranding

Visual Strategy Guide

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CONTENTS

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BRAND OVERVIEW 06// History Review 10// Rebranding Objective

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WHO WE ARE 14// Previous Look 16// Previous Competitors 18// Adjacent Competitors

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WHERE WE’RE GOING 22// Our Audiences 38// Our New Look 40// Future Competitors

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01

Brand Overview // History Review // Rebranding Objective

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RadioShack

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Visual Strategy Guide

Brand Overview

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History Review THE BRAND DESCRIPTION RadioShack is an American chain of wireless and electronics stores founded in 1921 and currently owned by the Standard General affiliate General Wireless.

The company was started as “Radio Shack” in 1921 by two brothers, Theodore and Milton Deutschmann, who wanted to provide equipment for the then-nascent field of amateur, or ham radio. The name comes from the small, wooden structure that housed a ship’s radio equipment. The brothers opened a one-store retail and mailorder operation in the heart of downtown Boston at 46 Brattle Street.

RadioShack Corporation—known as Tandy Corporation from its founding in 1960 until mid-2000—is one of the largest consumer electronics retailers in the United States. The stores feature two main categories of goods and services—electronics parts and accessories, and telephones and telecommunications accessories and mdash well as audio and video equipment, satellite systems, personal computers, and other electronics products.

The company issued its first catalog in 1939 as it entered the high fidelity music market. In 1954, Radio Shack began selling its own private-label products under the brand name Realist, changing the brand name to Realistic after being sued by Stereo Realist. After expanding to nine stores plus an extensive mail-order business, the company fell on hard times in the 1960s. Radio Shack was essentially bankrupt, but Charles D. Tandy saw the potential of Radio Shack and retail consumer electronics and bought the company for $300,000.

Radio Shack originally did business in Australia, Belgium, Canada, France, West Germany, the Netherlands, the United Arab Emirates, and the United Kingdom through a subsidiary, InterTAN (a shortened version of “International Tandy”), which was spun off as a separate company in June 1986. At the end of 1989, there were 1,417 stores operated by InterTAN under the Tandy or Radio Shack names. By 2005 all had been sold, closed or rebranded, severing all ties to Radio Shack.

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RadioShack

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1921

1951–1955

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1960–1962 The retailer gets its start as a small shop

The store now has a room to showcase

in Boston that sells ham radios. A radio

audio equipment such as amplifiers and

shack was the wooden structure on ships

speakers. The company begins omitting

The chain’s ‘60s makeover gives the logo

that held the radio equipment.

the definite article from its logo.

a twist.

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It’s the golden age of radio, and the

The company begins omitting the defi-

company jazzes up its logo to reflect the

nite article from its logo. Cool, at the

times.

time.

1963–1966

After Radio Shack acquired the A

1940s–1950s

Radio Corporation in 1970, their n

1955–1959

was changed to Allied Radio Sha

in 1973, due to a federal court ac

Radio Shack was ordered to dive from Allied Radio.

1970–1973

Brand Overview

* * * 1973–1995

2011–2013 11

2001 A very short-lived logo (As it appeared in a May 2001 RadioShack sale flyer.)

Bullet Hole Lettering.

Apparently, “THE SHACK” company

1983–?

2001–2009

name and logo didn’t meet the objectives and/or expectations of the company. Consequently, the company name

Modification to the “R” graphic.

Primarily used on computer products.

familiar logo re-appeared.

2013–

Stylized “R” and no space between “Ra-

To promote the new name change,

dio” and “Shack”. Also in 2000,

RadioShack developed “The Summer

Tandy Corporation changes its name to

Netogether”. Two massive 17 foot laptop

Radio Shack Corporation.

computers were erected to kickoff the event.

Allied

name

ack. But

ction,

est itself

was changed back to RadioShack and a

1995–2000 2009–2011

RadioShack

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Visual Strategy Guide

Brand Overview

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Rebranding Objective The object of RadioShack re-brand is to turn the company in to an innovation center.

RadioShack should continue to provide electronic equipments. However, they should consider to open a in-store workshop to encourage people who like to build their own electronic stuffs and provide professional support. The audience should face to youth,like school student to build their interest. RadioShack could be partner with elementary school, middle school and museum.

THE BRAND SOUL The soul of RadioShack making innovation possible by providing access to technology.

OUR MISSION The mission of RadioShack is to encourage and enable use of technology to inspire inventiveness and develop DIY capabilities

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02

Who We Are // Previous Look // Previous Competitors // Adjacent Competitors

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RadioShack

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How We Were 16

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Home, crafting, wire, suburban and remote control.

Who We Are

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RadioShack

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Previous Competitors 18

The previous competitors are the companies that compete with RadioShack’s audience by providing the same services and products.

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Best Buy is an American multinational consumer electronics cor-

eBay Inc. is an American multinational corporation and

poration with emphasis more placed on consumer electronics.

e-commerce company, providing consumer-to-consumer and business-to-consumer sales services via the Internet.

Amazon.com Inc. often referred to as simply Amazon, is an

Newegg.com Inc. is an online retailer of computer hardware

American electronic commerce and cloud computing compa-

and software.

ny with headquarters in Seattle, Washington. It is the largest Internet-based retailer in the world by total sales and market capitalization.

Who We Are

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GameStop Corp., or simply referred to as

OfficeMax is an American office supplies

Wal-Mart Stores, Inc, doing business as

GameStop, is an American video game,

retailer founded in 1988. It is now a sub-

Walmart, is an American multinational

consumer electronics, and wireless ser-

sidiary of Office Depot, Inc.

retail corporation that operates a chain

vices retailer.

of hypermarkets, discount department stores and grocery stores.

Circuit City is an American multination-

Office Depot, Inc. is an American office

Staples, Inc. is a large United States

al consumer electronics company that

supply retailing company with more

office supply chain store, with over

existed in a big-box store format.

than 2,200 retail stores, e-commerce

3,000 stores worldwide in 26 countries;

sites and a business-to-business sales

the company has retail stores serving

organization.

customers.

RadioShack

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Adjacent Competitors 20

These companies are the competitors which stand for similar execute services that attends RadioShack’s ideals.

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Apple Inc. is an American multinational technology company

AT&T Inc. is an American multinational telecommunications

headquartered in Cupertino, California, that designs, develops,

conglomerate, is the second largest provider of mobile tele-

and sells consumer electronics, computer software, and online

phone services and the largest provider of fixed telephone

services.

services in the United States, and also provides broadband subscription television services through DirecTV.

Target Corporation (also known simply as Target) is the sec-

Intel Corporation (also known as Intel and stylized as intel) is

ond-largest discount retailer in the United States.

an American multinational technology company. It is one of the world’s largest and highest valued semiconductor chip makers based on revenue., and is the inventor of the x86 series of microprocessors, the processors found in most personal computers (PCs).

Who We Are

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The Home Depot is a home improvement

Sears (officially Sears, Roebuck & Co.) is

Verizon Communications, Inc., is a

supplies superstore that sells tools, con-

an American chain of department stores.

broadband telecommunications compa-

struction products and services.

ny and the largest U.S. wireless communications service provider

Dell Inc. was an American privately

Horsepower (hp) is a unit of measure-

Nvidia Corporation is an American

owned multinational computer tech-

ment of power (the rate at which work is

technology company. Nvidia designs

nology company based in Round Rock,

done). The term was adopted in the late

graphics processing units (GPUs) for the

Texas, United States, that developed,

18th century by Scottish engineer James

gaming market, as well as system on a

sold, repaired, and supported computers

Watt to compare the output of steam en-

chip units (SOCs) for the mobile comput-

and related products and services.

gines with the power of draft horses. It

ing and automotive market.

was later expanded to include the output power of other types of piston engines, as well as turbines, electric motors and other machinery.

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03

Where We’re Going // Our Audiences // Our New Look // Future Competitors

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RadioShack

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Our Audience 24

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Where We’re Going

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JOHN DAVIS //26 years old //A single junior web designer //Annual income: $68,000

He likes high technology because his parents always gave him the latest ‘gadgets’ when he was growing up.

He likes DIY technology so he build his own computer.

Mostly, he works alone, but he is also a team worker.

He follows fews new technology websites and blogs.

He’d like to find some friends who have the same hobby with him.

He always follow the newest technology, he just buy the new Iphone 7 plus.

He always works late because he is a very focus person, he want to get a better life.

RadioShack

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Visual Strategy Guide

Where We’re Going

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MINGJIN KIM //35 years old //A senior Programmer who has a wife and two kids //Annual income: $90,000

He wants to help his kids to explore some interests because he thinks good habit should be developed when his kids are little.

He is a team worker and a skillful programmer.

He quit his job at Facebook and start a new technology company with his friend because he want to get more money.

He has a strong sense of leadership and able to listen to others’ thought and insights.

His company is offering opportunities for new professionals so he always look for new talents to work with him.

He has been married for ten years, his wife is an architects, they build their garden together.

He understands the market necessities and trends well in technology world.

RadioShack

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Visual Strategy Guide

Where We’re Going

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EMMA TOSSIE //8 years old //Elementary school student

Her greatest inspiration is from her father, who works as a programmer in a small company.

She joins a lot of after school work shop.

She has the passion to build things, she like LEGO. Her favorite place is Exploratorium and California Science Center in San Francisco.

She plays Ukulele, as a birthday gift, her parent gave her a DIY ukulele last year, and her dad helped her to build it.

She got her own Ipad when she was 6, and she loves it because her parents thinks the early she touch the technology, the earlier inspiration she will get.

She live in San Jose with her family, her parents has a bunch of friends who works for technology company.

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Where We’re Going

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CHRISTOPHER JACKSON //32 years old //A high school science teacher //Annual income: $57,000

He teach science and love to build DIY technology pieces, he thinks the technology could change the world.

He is a suburban father and has one child, he enjoys spending his spare time with his child.

He encourage his child to enhance his interest in science.

He wants to meet other people related to his field, to exchange knowledge and experience.

He always keeps a sketch book where he takes random notes and writes his ideas for his DIY technology stuffs.

During his spare time, he read technology news constantly.

He made his son build a computer with him when his son was 8, and he think that could inspire his son to create the interest of technology and science.

RadioShack

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Where We’re Going

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STEVE COOPER //24 years old //Computer geek //Annual income: $100,000

Steve has a group of friends are super interested in technology as well as him.

Steve is developing several small projects because he thinks small could be big.

His inspired by his father, who works as industrial designer. His father told him the creative is a fun thing.

He truly believes technology will change the life. So he always makes things by his own especially technology.

He is a high school teacher and opened a workshop about technology because he thinks the knowledge need to be share.

He learns things very fast and like to share his knowledge to others.

He wants to improve, so he always checks websites, blogs and magazine about digital innovation.

His friend invited him to join his start up company, but he is still think about it because in his opinion, the project they are doing now are too technical.

RadioShack

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Visual Strategy Guide

Where We’re Going

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CRYSTAL LEE //18 years old //College Student

She learns things fast and understands fast so her grades are always A. She is a group leader, she lead her groups done some projects.

She joins some workshop to do some projects and won several awards in school.

She is very interested in digital technology.

She believes that our life will finally turn in to a fully digital world.

She thinks her university fails to provide meetings between students of different course.

She makes her own tutorial on YouTube because she likes to share her knowledge.

RadioShack

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Not Part of Audience 36

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Where We’re Going

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LILY MARCUS //45 years old //Former nurse //Annual income: $88,000

She cares a lot about budget because her husband doesn’t earn a lot of money.

She likes cooking so she read food magazines, She doesn’t care about new technology.

She likes hang out with her friends and have a cup of coffee.

She like healthy food and encourage her family eat healthily.

She has 4 kids so she quit her job last year because she is too busy to raise her children.

She cannot why new technology is very important to a lot of people, and she likes to use her old Nokia.

She likes gardening, she has her own small herb garden in her kitchen, so she always gets the fresh herbs.

RadioShack

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Visual Strategy Guide

Where We’re Going

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ALEX BALLEY //48 years old //An accountant //Annual income: $120,000

He works in a large company as an accountant, he has very busy schedule.

He works very hard so he can earn more money and gives his family a better life.

He has two kids and want them to be accountant in the future, so he send his kids to the best school to get the best education.

He goes to country bar to have happy hour with his co-worker and he like watch sports such as basketball.

He buys things at BestBuy because they have very high quality stuffs and the store could help him set up everything.

He has never thought about to create something by his own, because he believe he can buy the thing he need, so he doesn’t need to build things.

RadioShack

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Future Look 40

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Digital, creative, future, urban and smart.

Where We’re Going

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RadioShack

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Future Competitors 42

Future competitors are the companies that will compete with RadioShack’s vision of where it will be after its rebranding. They are from different fields, but they have similar ideals or execute services related to RadioShack’s ideas.

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Google is an American multinational technology company spe-

TED (Technology, Entertainment, Design) is a global set of

cializing in Internet-related services and products that include

conferences run by the private nonprofit organization Sapling

online advertising technologies, search, cloud computing, and

Foundation, under the slogan “Ideas Worth Spreading”.

software. Most of its profits are derived from AdWords, an online advertising service that places advertising near the list of search results.

IDEO is an international design and consulting firm originally

Skillshare is an online learning community for creators. Online

founded in Palo Alto, California. The company uses the design

classes at Skillshare can be created by anyone who wants to

thinking methodology to design products, services, environ-

teach. The courses, which are not accredited, accept anyone

ments, and digital experiences. Additionally, the company has

who wants to learn. The majority of courses focus more on

become increasingly involved in management consulting and

interaction than lecturing, with the primary goal of learning by

organizational design.

completing a project. The main categories of learning are creative arts, design, entrepreneurship, lifestyle and technology, with subtopics covering a myriad of skills.

Where We’re Going

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It is one of the world’s largest and high-

Apple Inc. is an American multinational

TechShop is an open-access, DIY work-

est valued semiconductor chip makers

technology company headquartered in

shop and fabrication studio. We are a

based on revenue., and is the inventor

Cupertino, California, that designs, de-

community-based space where entre-

of the x86 series of microprocessors,

velops, and sells consumer electronics,

preneurs, artists, makers, teachers and

the processors found in most personal

computer software, and online services.

students come together to learn and

computers (PCs).

work together.

Adobe Systems Incorporated is an Amer-

Open-source software (OSS) is com-

Exploratorium is a public learning

ican multinational computer software

puter software with its source code

laboratory exploring the world through

company. Adobe has historically focused

made available with a license in which

science, art, and human perception.

upon the creation of multimedia and

the copyright holder provides the

Our mission is to create inquiry-based

creativity software products, with a

rights to study, change, and distribute

experiences that transform learning

more recent foray towards rich Internet

the software to anyone and for any

worldwide.

application software development.

purpose. Open-source software may be developed in a collaborative public manner. Open-source software is the most prominent example of open-source development.

Copyright Š 2016 Han Leng

chris.lenghan@gmail.com This book is a non-commercial project for education purposes and is not intented the represent the RadioShack Brand.

Design / Han Leng Class / Nature of Identity Instructor / Hunter Wimmer All rights are reserved. No par of this publication may be reproduced, stored in a retrieval system or transmitted in any form or by any means, electronic, mechanical, recording, photocopying or otherwise, without prior permission of Han Leng.

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