INSTANT MBA: Forget Research, Focus On Consumers

Lee Applbaum

Photo: Radio Shack

Today’s advice comes from Radio Shack’s Chief Marketing Officer Lee Applbaum’s interview with Forbes:“We were a store for batteries and parts, which means that we were completely commoditized,” Applbaum says.

He says his team started going through reams of research before realising it was useless: “We literally set it on fire.”

Instead they set up focus groups to make people reconsider their view of Radio Shack. The term “The Shack,” emerged voluntarily from consumers while describing the shop.

“When an iconic brand becomes a friend,” Applbaum says, “the name often becomes a nickname — Coke, Bud, Mac, FedEx.”

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