visual strategy guide [RadioShack]:
GR 604 Nature of Identity / Student
Shuo Huang
About/timeline Soul/ Mission statement
OUR HISTORY BRAND FURURE KEYWORDs
3 keywords Present/Future
8 audiences
BRAND ATTRIBUTES
OUR HISTORY
ABOUT/ RadioShack is a tech retailer focused on providing accessible technology solutions, ranging from DIY electronics to emerging innovations like smart home devices and virtual reality. The brand caters to tech enthusiasts, hobbyists, and professionals who seek to explore, repair, and innovate using technology. With a long history in the consumer electronics space, RadioShack now aims to empower individuals by offering tools, expert guidance, and repair services that foster creativity and accessibility. The brand’s mission is to make technology approachable and empowering, helping people solve their own tech challenges while contributing to a more sustainable future.
#1.1
“The best way to predict the future is to create it.”
- Alan Kay computer scientist
Founded in 1921 RadioShack began as a radio equipment retailer for hobbyists.
Acquisition by Tandy (1963) Tandy Corporation acquisition led to major consumer electronics expansion.
1980s Peak RadioShack peaked with over 7,000 stores and widespread popularity.
1990s Decline Faced growing competition from big-box retailers and e-commerce.
2015 Bankruptcy Filed for bankruptcy due to competition and declining relevance. New Strategy (2020) Focused on e-commerce and tech repair services for survival.
Consumer Electronics Expansion Shifted focus to consumer electronics, attracting tech enthusiasts nationwide.
TRS-80 Release (1977) Introduced one of the first mass-market personal computers.
Failed Rebranding (2009) Rebranded as "The Shack" to attract younger tech customers.
Restructuring and Reopening (2017) Attempted comeback with fewer stores and online presence.
2024 Radioshack announces working on rebranding and expanding on Oct. 1, 2024
BRAND FUTURE
Brand Soul
Together, we shape the world through imagination and ingenuity.
Mission Statement
Connecting people with technology that inspires creativity, problem-solving, and progress
Rebranding objective
RadioShack is reimagining itself as a hub for innovation and community. By expanding beyond traditional retail, RadioShack will focus on tech repair, DIY projects, and maker culture. Through a digital-first approach, the brand will offer curated products and services that align with emerging tech trends, including sustainable electronics, smart home devices, and VR experiences. RadioShack will also host workshops and events to encourage learning and hands-on engagement, fostering a community of tech enthusiasts and professionals. #1.2
KEYWORDs
Innovation /While staying true to its roots, RadioShack’s future lies in embracing cutting-edge technology. The brand will focus on emerging areas such as virtual reality, smart home tech, and other forward-thinking innovations that keep pace with evolving consumer needs.Supporting Fact: The addition of 500 new tech products and the expansion into VR and smart devices positions RadioShack as a leader in offering accessible, innovative solutions
Empowerment / /RadioShack aims to empower individuals by providing the tools, resources, and expertise needed to take control of their technology. Whether through DIY repair kits, tech solutions, or educational workshops, the brand encourages users to become creators and problem-solvers, promoting confidence and independence in handling their tech needs.
Accessibility/ RadioShack’s mission is to ensure that everyone, regardless of skill level or budget, can access quality technology. By offering affordable tech tools and user-friendly solutions, the brand empowers a wide range of users to engage with technology confidently and creatively.
BRAND GUIDEs
Present It aims to be reliable for tech enthusiasts seeking DIY solutions and affordable electronics, blending a hands-on, approachable experience with its long-standing legacy in consumer electronics.
RadioShack will evolve into a hub for innovation and community, focusing on tech repair, DIY projects, and maker culture, offering sustainable tech and hosting workshops to empower creators through hands-on learning and emerging technology trends. #1.4
RadioShack
RadioShack
PERSONAs
Personas are prototypes used to describe user goals and behavior patterns. They present key behavioral data in a simple format, helping designers understand the social and emotional aspects of user behavior and why certain design choices succeed or need improvement. #2.0
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Raj Patel / "The Budget DIYer" / Age: 32 / Location: Chicago, IL / Occupation: IT Technician
[A] Marcus regularly checks for new tech products because he enjoys staying updated with the latest trends.
[A] He values RadioShack’s innovative DIY kits because they allow him to explore cutting-edge technology without breaking the bank.
[B] Marcus looks for affordable tech repair tools because fixing his own devices empowers him to save money.
[B] He chooses affordable, durable products because they align with his eco-conscious mindset and help him reduce e-waste.
[C] He attends RadioShack’s hands-on workshops because they give him practical knowledge to build and repair his devices.
[C] Marcus enjoys learning new tech skills because it empowers him to stay self-reliant in a rapidly evolving world.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Priya Patel / "The Sustainability Advocate"/Age: 28 / Location: Chicago, IL / Occupation: Environmental Consultant
[A] Priya seeks out sustainable tech innovations because she believes technology can drive positive environmental change.
[A] She follows the latest green tech trends because she wants to integrate cutting-edge solutions into her daily life.
[B] She supports RadioShack’s eco-friendly electronics because they empower her to make sustainable choices in her tech purchases.
[B] Priya advocates for accessible green technologies because she wants more people to contribute to environmental sustainability.
[C] She attends sustainability-focused tech workshops because handson learning helps her apply eco-tech solutions at home.
[C] Priya values affordable, accessible green tech tools because they empower her to share sustainable practices with others.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Carlos Gomez / "The Hands-On Techie"/Age: 45 / Location: Austin, TX / Occupation: High School Robotics Teacher
[A] Carlos stays updated with emerging tech trends because he wants his students to learn using the latest innovations.
[A] He values RadioShack’s innovative tech tools because they inspire creativity and learning in his classroom.
[B] Carlos believes in empowering students through DIY projects because hands-on building helps them gain practical problem-solving skills.
[B] He chooses affordable tech kits from RadioShack because they allow students of all backgrounds to participate in robotics.
[C] Carlos uses hands-on learning experiences because they help students understand complex concepts and feel confident with technology.
[C] He attends RadioShack’s maker workshops because they provide new skills and methods he can incorporate into his teaching.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Emily Johnson / "The Trend Chase"/Age: 23 / Location: New York, NY / Occupation: Social Media Manager
[A] Emily loves exploring the latest tech trends because she thrives on staying ahead of what's new in her field.
[A] She follows RadioShack’s new product launches because she wants early access to cutting-edge gadgets and tech.
[B] Emily values tech that empowers her creative work because staying updated is essential for her role as a social media manager.
[B] She prioritizes innovative products that are accessible because they allow her to seamlessly integrate tech into her lifestyle.
[C] Emily attends hands-on workshops for new devices because they allow her to gain practical knowledge that enhances her efficiency.
[C] She appreciates user-friendly tech tools because they empower her to use innovative gadgets without needing expert knowledge.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
George McIntyre / "The Retiree Maker"/Age: 65 / Location: Colorado Springs, CO / Occupation: Retired Engineer
[A] George values innovative electronics kits because they help him stay mentally sharp and engaged in his hobby.
[A] He regularly explores new technology trends because he enjoys incorporating cutting-edge ideas into his DIY projects.
[B] He prefers affordable tech kits because they empower him to keep pursuing his passion without overspending.
[B] George chooses products that allow for DIY repairs because it gives him a sense of accomplishment and control over his projects.
[C] He frequently attends RadioShack’s hands-on workshops because they offer him a practical way to continue learning in retirement.
[C] George enjoys mentoring younger hobbyists at workshops because it allows him to pass on skills and stay active in the tech community.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Li Wei / "The Innovator Mom"/ Age: 39 / Location: Seattle, WA / Occupation: Marketing Director
[A] Li Wei follows smart home tech innovations because she wants her household to be more efficient and cutting-edge.
[A] She chooses innovative products that simplify family life because they allow her to balance work, family, and technology seamlessly.
[B] She empowers her family through technology because she wants her children to grow up in a tech-friendly, innovative environment.
[B] Li Wei seeks out affordable tech solutions because she believes quality tech should be accessible to everyone in her household.
[C] She attends family-oriented tech workshops at RadioShack because they offer hands-on learning experiences that engage her children.
[C] Li Wei values user-friendly products because they empower her to introduce tech innovations to her family without added complexity.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Kevin Wright / "The Tech Skeptic" / Age: 50 / Location: Portland, OR / Occupation: Accountant
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[A] Kevin prefers to stick with basic, older technology because he finds new tech trends unnecessary and overwhelming.
[A] He avoids exploring new tech innovations because he believes that constant upgrades are just marketing gimmicks.
[B] Kevin is skeptical of technology’s impact on everyday life because he feels empowered by minimalism and avoiding dependence on gadgets.
[B] He believes that newer tech is overpriced because he thinks companies exploit consumers by creating artificial demand.
[C] Kevin avoids hands-on tech learning workshops because he doesn’t see value in learning skills for devices he doesn’t plan to use.
[C] He chooses not to engage in tech DIY projects because he prefers simple, functional products that don’t require constant maintenance.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Aaliyah Jackson / "The Anti-DIYer" / Age: 34 / Location: Miami, FL / Occupation: Corporate Lawyer
[A] Aaliyah dislikes DIY tech projects because she values convenience and prefers fully assembled, plug-and-play products.
[A] She avoids RadioShack’s innovative maker culture because she doesn’t have the time or interest to learn how to repair or build tech devices.
[B] Aaliyah believes in paying for high-end, fully serviced products because she feels empowered by premium brands offering hassle-free solutions.
[B] She avoids budget tech options because she equates affordability with lower quality and believes premium is always better.
[C] Aaliyah finds hands-on workshops irrelevant because she prefers outsourcing tech issues to professionals rather than learning how to fix things herself.
[C] She avoids RadioShack’s offerings because she doesn’t see value in spending time learning or participating in tech repair or maker events.
Areas of Concern:
[A] Staying Ahead of Emerging Trends
[B] Access to Affordable Solutions
[C] Hands-on learning and skills development
Personas are prototypes used to describe user goals and behavior patterns. They present key behavioral data in a simple format, helping designers understand the social and emotional aspects of user behavior and why certain design choices succeed or need improvement. #3.0
RadioShack was a pioneer in consumer electronics, catering to DIY enthusiasts, tech hobbyists, and everyday consumers. Competing in a space filled with large electronics retailers and niche DIY providers, it once stood out by offering unique, hands-on tech experiences and repair services.
RadioShack focuses on empowering individuals through accessible, DIY-focused technology and education. Unlike competitors that primarily sell ready-made products, RadioShack encourages creativity and problem-solving by providing tools, kits, and workshops, fostering a community of innovators and makers.
Best Buy/Offering a wide range of consumer electronics and tech services, with a strong focus on mainstream technology for all ages.
Micro Center/Providing a broad selection of electronics, components, and computer parts, catering to the tech enthusiast community.
Apple Store/Offering cutting-edge consumer technology, smart devices, and support services but lacks RadioShack’s emphasis on DIY and tech repair.
Amazon/Providing an extensive online marketplace with vast product selections, including DIY kits, often at competitive prices with fast delivery.
SparkFun Electronics/ Focusing on electronics and DIY kits for makers, engineers, and hobbyists, closely aligned with RadioShack’s original core audience.
Lowe’s/Focusing on smart home tech and DIY tools, overlapping with RadioShack’s smart tech offerings for the household.
Fry’s Electronics (now defunct)/ Offering a variety of electronics and DIY parts similar to RadioShack, targeting hobbyists and tech enthusiasts.
Adafruit Industries/Specializing in open-source electronics and offering educational content and DIY kits, appealing to makers and tech learners.
Harbor Freight Tools/Selling affordable tools and DIY equipment, though focused on mechanical and construction rather than electronics.
Home Depot/Offering DIY tools and smart home technologies, focusing on home improvement projects that overlap with some of RadioShack’s DIY tech offerings.
ADJACENT
RadioShack uniquely combines accessible technology with hands-on learning, offering DIY tech solutions and workshops. Unlike adjacent competitors, RadioShack empowers users to explore, repair, and innovate with technology, blending creativity and technical problem-solving in one platform.
RadioShack empowers users to explore, repair, and innovate with technology, blending creativity and technical problem-solving in one platform.
Joann Fabrics/Offering craft materials and workshops that cater to DIY enthusiasts who enjoy hands-on creative projects, similar to RadioShack’s maker culture. Kickstarter/
ASPIRATIONAL
RadioShack’s aspirational competitors represent brands that excel in combining creativity, innovation, and accessibility. These companies engage customers by empowering them to create, learn, and solve problems while staying ahead of trends.
RadioShack aims to mirror their forward-thinking approach post-rebranding, appealing to makers, learners, and tech enthusias
Monoprice/Offering affordable tech gadgets, from 3D printers to cables, while maintaining a focus on accessibility and quality for DIYers.
Adafruit/Providing DIY electronics kits, tutorials, and community support, focusing on empowering makers and innovators to create tech projects.
Make: Community/Fostering a global maker culture, encouraging innovation through DIY projects, creative problemsolving, and educational resources.
Sphero/Creating engaging, hands-on robotics and coding experiences for learners of all ages, blending education with fun, interactive technology.
Anker/Developing affordable, high-quality tech accessories, Anker offers reliability and value while pushing innovation in everyday tech.
Arduino/Providing open-source hardware and software to empower individuals to create electronics, turning complex tech into accessible tools for everyone.
Glowforge/Empowering creators through accessible, cutting-edge laser cutting technology that allows users to create intricate designs and prototypes.
LulzBot (3D printing)/ Pioneering open-source 3D printing technology, enabling creators to print custom, innovative designs, supporting a community of tech enthusiasts. and DIY kits, appealing to makers and tech
Bose (DIY audio kits)/Combining high-quality tech with DIY options, allowing users to build their own audio systems while fostering technical learning.
Raspberry Pi Foundation/ Offering affordable, programmable hardware for tech projects, inspiring creativity and learning in both beginners and experts.
BRAND ATTRIBUTES
This list identifies 20 common attributes found among RadioShack's current and adjacent competitors, spanning positive, negative, and neutral traits. These insights help define which key attributes RadioShack can claim to differentiate itself in the market.
Relevant/Good/Positive
>>Innovative >>Educational >>Empowering >>Creative >>Engaging
Bankrupt/Stale/Negative
Neutral Words
>>Outdated >>Overpriced >>Complicated >>Generic >>Disconnected >>Technical >>Functional >>Digital >>Practical >>Affordable
"OWN"
>>Accessible >>Innovative >>Hands-on >>DIY >>Community-driven
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