This is not your father’s Radio Shack?

Radio Shack is trying to rebrand itself as … wait for it … The Shack.

Other than being about as irrelevant to modern electronics as The Shaq is to modern center-playing skills in the NBA, you have to actually have new products and services, if the old ones haven’t been drawing customers.

Unlike the former Federal Express officially becoming FedEx, as an already good company, half of Radio The Shack’s stuff on its wall pegs is already at Wally World, isn’t it?

So, I agree with this:

“Radio Shack is in a desperate battle to remain relevant,” said Drew Neisser, chief executive of Renegade, a New York-based brand marketing agency.

“The name Radio Shack is a quaint artifact in a rapidly evolving marketplace in which mobile devices have become the CE [consumer electronics] portal. Using The Shack as a nickname is a bid to update its image and represent the passion loyalists have for the brand,” he said.

Next — has the TRS-80 been rebranded as the TRS?