Dallas Executive Luncheon: Reinventing an Iconic American brand

Wednesday 17-Feb-10 11:30 AM to 1:00 PM CST

THIS EVENT IS SOLD OUT - WALKUP SEATS MAY NOT BE AVAILABLE!!!

Brookhaven Country Club

3333 Golfing Green Lane
Dallas TX 75234 United States
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Speaker Lee Applbaum

Position: VP & Chief Marketing Officer
Company: Radio Shack

Event Description

RadioShack is a 90 year old, iconic American brand that has grown from its humble roots in Boston, Massachusetts to a $4.3B retailer with more than 4,500 Company-operated stores in 50 states, and more than 200 Company-owned locations in Mexico. RadioShack historically held strong mindshare for innovative product development, including the first personal computer. In the past few decades, however, RadioShack struggled with its relevancy and its brand perception became one of obtuse parts and pieces, wires, and batteries. The truth, however, is that RadioShack is a robust business with an enviable balance sheet (more than $900M in cash) and a leadership position in innovative technologies, including mobility. More specifically, RadioShack is the nation's largest wireless retailer after the Carrier stores. The challenge facing the marketing organization was how to burnish the RadioShack brand-- to contemporize it and regain relevancy. Said another way, we needed to reconcile the delta between the brand perception (legacy products) and the business reality (innovative products and brands).

RadioShack Corporation (NYSE: RSH) is one of the nation's most experienced and trusted consumer electronics specialty retailers. Operating from convenient and comfortable neighborhood and mall locations, RadioShack stores deliver personalized product and service solutions within a few short minutes of where most Americans either live or work. The company has a presence through approximately 4,500 company-operated stores, 1,500 dealer stores and 700 wireless phone kiosks. RadioShack's dedicated force of knowledgeable and helpful sales associates has been consistently recognized by several independent groups as providing the best customer service in the consumer electronics and wireless industries. For more information on RadioShack Corporation, or to purchase items online, visit www.RadioShack.com.

Event Takeaways:

• A better understanding of the challenges inherent in trying to reposition a legacy brand, balancing the positive equities, while driving toward the brand vision.

• Insights into the key drivers of this brand transformation - from creative to media and even brand activation.

• A better perspective on the challenges of accomplishing a major rebrand in a publicly traded company where quarterly earnings and stock price volatility are important considerations.

Thank you to our sponsor:

Attachments


Event Contact	Event Coordinator
Elissa Berchelmann	Elissa Berchelmann

Dallas Executive Luncheon: Reinventing an Iconic American brand

Wednesday 17-Feb-10 11:30 AM to 1:00 PM CST

Speaker Lee Applbaum

Position: VP & Chief Marketing Officer
Company: Radio Shack

Biography

Lee Applbaum is the Executive VP and Chief Marketing Officer for Radio Shack. He is responsible for advertising, brand management, customer relations management and marketing. He also serves as a member of the Office of the Chairman.

Applbaum earned his Bachelor's degree in marketing from The University of Texas at Austin in 1992. He began his career at Lederle Consumer Health, a division of American Cyanamid Company, shortly after earning his Master's degree in business administration in 1994 from the Isenberg School of Management at the University of Massachusetts at Amherst. He has also worked at The Coca-Cola Company, Schlotzsky's Inc., Footstar, Inc. and The David's Bridal Group, a division of Federated Department Stores, Inc.. Immediately prior to joining RadioShack, Applbaum was the chief marketing officer for The Schottenstein Stores Corporation.