Radio Shack’s Shocker

Radio Shack is going to drop “Radio” from their name — making them known as simply “The Shack”.
This all happened after a new ad agency got its hands on the Radio Shack account and decided to make the brand more now sounding.
The Chief Marketing Officer Greg Stern was quoted in Inside Radio yesterday as saying, “This creative [...]

Brand Naming Analysis

Naming may be one of the most difficult tasks in branding. From my perspective, it is about as difficult as successfully positioning a brand in an overcrowded market or developing the brand architecture for a brand that has grown through multiple mergers and acquisitions over the years.
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Measuring the Results of an Ad, Right Down to the City Block

THE people who buy media have found their jobs more complicated lately, what with all the new ways of measuring response — how many people clicked, clipped a coupon or made a purchase after seeing an ad.
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