“Our Super Bowl ad promised a new and improved RadioShack. And one of the keys to any successful rebranding effort is ensuring that there is consistency between the brand messaging and the in-store execution. Here, we believe we are on the right track,” CEO Joseph Magnacca said in a conference call with analysts last March.
But the ad didn’t help the company at all. Instead, it arguably reinforced the notion that the company had an antiquated brand image.
The more than 111 million people who watched the commercial were laughing at RadioShack, not with RadioShack.
Just a few weeks after the Seahawks annihilated Peyton Manning’s Denver Broncos, RadioShack announced a massive wave of store closures.
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