In what is the latest in a long line of corporate rebranding schemes, venerable electronics retailer RadioShack is in the midst of rolling out an entirely new image.  The company will follow in the wake of KFC, IHOP, and UPS by becoming “The Shack.”  Kind of like how Pizza Hut became The Hut a year or two ago or when Circuit City became The City, except… no, no except.  It’s exactly the same.

In about a day, the company will relaunch as The Shack with a big special event you can follow live.  Hopefully this will work out better for RadioThe Shack better than it worked for Circuit City, because I honestly have no idea how Radio Shack even stays in business (kind of like their CEO in this funny piece from The Onion).  I haven’t been to one in years, and the ones in my area are always disturbingly empty.

In a sense, The Shack is a fitting name for a big, empty building full of random stuff that people rarely go into.  Good luck, guys.  I think you’ll need it.