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RadioShack introduces new brand positioning

Fort Worth, Texas – RadioShack is introducing a new brand positioning, including the motto, "It Can Be Done, When We Do It Together." The company said the new positioning highlights the brand's ability to collaborate with consumers to help them discover what is possible through technology.

RadioShack will debut a new integrated marketing campaign in early February based on the motto, as well as on the competitive differentiation provided by RadioShack store associates, and supported by what the company says is extensive consumer research. 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, Texas-based GSD&M.

"RadioShack is realigning our brand around our core purpose, which goes beyond our great product assortment and price match guarantee,” said Joe Magnacca, CEO of RadioShack. “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. 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."