How RadioShack lost its core customers – then found them again
Geoffrey PrecourtWarc
Sometimes, even the best marketing intentions end up doing a brand a disservice. Yet only rarely does a senior marketer have the confidence and courage to discuss such snafus before an audience of 1,700 peers.
At the Association of National Advertisers 2011 Masters of Marketing convention in Phoenix, Lee D. Applbaum, EVP/CMO of RadioShack, spoke frankly about a series of "pitfalls" that compromised the retailer's plans to bring some "elements of modernity" to its chain of electronics stores. "Revitalizing a [venerable] brand is not done...