Has just the word “radio” become something that doesn’t imply hi-tech or contemporary culture?  The adage, “if you’re not “new”, you’re “old” may just have reached a new level for our industry. One electronics retailer is now attempting to de-radio-ize a 30 year old brand.

In Allaccess.com today…

“RADIO SHACK is looking to change its image by dropping “Radio” from its name, and calling itself “The Shack.” That name is apparently a nickname that employees, customers and investors have used for RADIO SHACK. The FORT WORTH-based consumer electronics chain’s rebranding effort begins THURSDAY with a national television, print and digital campaign and the start of a three-day launch event in NEW YORK’s TIMES SQUARE and SAN FRANCISCO’s JUSTIN HERMAN PLAZA.

However, the company isn’t changing the name of its stores. Chief Marketing Officer LEE APPLBAUM said the nickname is an attempt at “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 RADIO SHACK’s authority in innovative products, leading brands and knowledgeable, helpful associates,” he said.”

Notice that the re-branding efforts do not even include a radio buy, but then again despite their name, they never spent ad dollars with radio.  But the big picture makes me wonder if the somehow, does not indirectly (or perhaps even directly) imply that “radio” has lost its place in today’s pop culture consciousness?

Keeping radio in the minds of our culture is an important role for every program director, brand manager, content manager, interactive manager, and sales manager. Let’s be sure we’re talking about radio and its long term role yesterday, today, and in the future!