RadioShack Unveils New Brand Positioning Inspired by Collaborative, Do-It-Together Spirit

     RadioShack Unveils New Brand Positioning Inspired by Collaborative,
                            Do-It-Together Spirit

New Direction will Highlight the Brand's Evolving Role in Consumers' Lives

PR Newswire

FORT WORTH, Texas, Jan. 27, 2014

FORT WORTH, Texas, Jan. 27, 2014 /PRNewswire/ --RadioShack today announced
its new brand positioning, which articulates the brand's purpose and serves as
the foundation for the company's competitive advantage. "It Can Be Done, When
We Do It Together" speaks to the brand's ability to collaborate with consumers
to help them discover what is possible through technology.


The new positioning is rooted in RadioShack's purpose as the brand that
enables customers, filling a void when consumers need knowledge and some added
expertise to bring a tech idea to reality.

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

RadioShack will debut a new integrated marketing campaign in early February
that focuses on how anything is possible when we "Do It Together (DIT)."

The positioning draws on consumer experiences that have long differentiated
RadioShack and created an emotional connection with our loyalists. RadioShack
customers celebrate the idea that "two heads are better than one." Research
shows that RadioShack and its associates serve as that collaborator for many
consumers. RadioShack consistently receives a strong Net Promoter Score (NPS),
a widely accepted customer loyalty metric, from our customers.

"Our store associates are talented and passionate about helping customers.
They provide a true differentiation point and advantage for RadioShack," said
Mr. Magnacca. "I spend a lot of time in stores and see our associates helping
to make, create, innovate and solve problems with people every day. It's
something RadioShack alone can do well; our new concept stores even have
collaboration spaces that encourage DIT. And, we are introducing our 'Did You
Know' idea cards to help inspire and inform on new uses of technology with
simple step-by-step explanation." 

"We've extensively researched RadioShack's role in the marketplace, and from
that we know that RadioShack can deliver on a positioning that openly states
anything is possible when we Do It Together," said Jennifer Warren, senior
vice president and chief marketing officer of RadioShack. "This is something
that differentiates us and is in line with where the consumer electronics
industry is headed, delivering connected solutions to the marketplace. We
debuted the concept to partners at CES (Consumer Electronics Show) and it was
very positively received."

"There is a collaborative spirit that is inherent in our brand, and is
prevalent in our consumers' lives," Ms. Warren continued. "RadioShack has a
place as the brand that empowers customers. This positioning is a direct
articulation of our desire to inspire our consumers and to have them inspire

Do It Together (DIT) Creative Debuts in February

The new DIT creative capitalizes on one of RadioShack's true differentiators –
its associates. The idea that RadioShack and its associates have the know-how
to bring consumers' ideas to life is central to the multifaceted campaign.

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-based GSD&M.

It Can Be Done at RadioShack

The new positioning will impact core competencies of the RadioShack brand –
people, products, pricing and how we engage our neighborhoods– through both
internal and consumer-facing changes. Hiring and training practices; our
merchandising and product development strategies featuring the latest in
technology; and consumer centric design in stores will align to truly showcase
the collaborative nature of the RadioShack brand.

"We want to make sure our consumers recognize that RadioShack is their
close-to-home tech resource," said CEO Magnacca. "RadioShack is here to help
you discover what's possible with the best product, friendly experts and
solutions for every budget."

About RadioShack Corporation

RadioShack (NYSE: RSH) is a leading national retailer of innovative mobile
technology products and services, as well as products related to personal and
home technology and power supply needs.RadioShack^® offers consumers a
targeted assortment of wireless phones and other electronic products and
services from leading national brands, exclusive private brands and major
wireless carriers, all within a comfortable and convenient shopping
environment.RadioShack employs approximately 30,000 knowledgeable and helpful
sales experts globally.RadioShack's retail network includes approximately
4,300 company-operated stores in the United States, over 270 company-operated
stores in Mexico, and approximately 1,000 dealer and other outlets
worldwide.For more information on RadioShack Corporation, please visit; to purchase items online, please RadioShack^® is a registered trademark licensed by
RadioShack Corporation.

News Media Contact: Media Relations, +1-817-415-3300,

SOURCE RadioShack Corporation

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