New York Public Relations

The Chicago Tribune had an interesting article today about corporate renaming as a rebranding strategy. With the global market changing rapidly every year, many companies find themselves struggling to stay relevant. Some companies figure that a name change into something that would fit more into the times – perhaps a hipper name – would help keep the company’s image fresh and intact. A company to soon hop on the renaming bandwagon is RadioShack, who wants to shorten their name to simply, The Shack. There are many reasons behind a company’s decision in conducting a name change – much of it comes from a company’s attempt to rebrand itself in a fast-changing market in order to still make itself relevant and to have a chance to compete in the expanding market. For example, losing the “Radio” in RadioShack poses little loss for them, as purchasing radios are a thing of the past.  Also, in an abbreviated driven culture like today thanks to texting and Twittering, The Shack seems to be ...