Lee Applebaum, RadioShack’s Chief Marketing Officer says, “We’re contemporizing the way we want people to think about our brand. THE SHACK speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack’s authority in innovative products, leading brands and knowledgeable, helpful associates.”

To me THE SHACK does not communicate innovation or contemporary or fresh or new. It says Clampetts. It says Ma and Pa Kettle.

Contrary to other reports, RadioShack isn’t actually changing their name. They’ll still be RadioShack, but now we’re supposed to call them THE SHACK (sort of like Sean Combs—aka Puff Daddy, aka P. Diddy, aka Puffy, aka Diddy). Here is the splash page to THE SHACK SUMMER NETOGETHER event coming up in less than 24 hours.

Referring to RadioShack as THE SHACK is okay, I guess, but it seems like they’re trying just a little too hard to be cool. It’s kind of like a dorky kid in school wearing parachute pants and an Izod with the collar popped at the same time. Give it up, kid, you’re not fooling anybody. Is there is some sort of hierarchy of cool in retail electronics sales? I figure that Best Buy is probably as cool as that sort of thing gets, but even then, bright blue shirts and khakis? You have to ask yourself, when you’re looking up at Best Buy on the cool-0-meter, how far from the pack have you wandered?

Added Applbaum, “When a brand becomes a friend, it often gets a nickname.” Yes, this is true, but you gave yourself the nickname. Do any of you have a friend who demands that you call him by his new nickname? Is there anybody less cool than the friend that gave himself a nickname? That isn’t how it works.

Most importantly, let’s not forget to acknowledge the 7-foot, 1-inch elephant in the room—the world already has an internationally famous brand using the name.

Nothing personal, Shack, but you will NEVER be as cool as Shaq.

Author’s note: I hadn’t heard of BSSP before today. Or, rather, I may have read about them but didn’t really know anything about them. If you have a few minutes (seriously, you’ll need some time) take the time to check out their site. It’s REALLY slow to load, but it’s well worth it. There is a lot to see at their site so be sure to stop by and check it out.