Reinventing An Iconic Brand

Feb. 7, 2010 - PRLog -- Dallas/Fort Worth:  How does a company like RadioShack, a 90-year old, iconic American brand and $4.3B retailer with more than 4,500 company-operated stores, reinvent itself to complete in today’s high tech, digital marketplace? Lee Applbaum, VP and CMO, RadioShack will offer insight into the challenge facing his marketing organization and their plans for revitalizing the RadioShack brand at the DFW AMA Executive Luncheon on February 17th at Brookhaven Country Club.

Historically, Radio Shack held strong mindshare for innovative product development including the first personal computer.  However, over the past few decades RadioShack has struggled with relevancy and a brand perception as a provider of obtuse parts and pieces, wires and batteries. As Mr. Applbaum states, “We need to reconcile the delta between the brand perception (legacy products) and the business reality (innovative products and brands).”

Event Takeaways:
•   Understanding of the inherent challenges when trying to reposition a legacy brand –  
            balancing positive equities while driving toward the brand vision
•   Insights into the key drivers of this brand transformation from creative to media, as well as brand activation
•   New perspective on the challenges of accomplishing a major rebrand in a publicly traded company where quarterly earnings and stock price volatility are important considerations

Who should attend? Marketing, Communications, PR and business strategy professionals interested in learning about the challenges and lessons learned in rebranding and repositioning a company will find this presentation invaluable.

When:      Wednesday, February 17th 11:30 AM to 1:00 PM
Where:    Brookhaven Country Club
3333 Golfing Green Lane
Dallas TX 75234 United States
Cost:       Pre-registered before Feb.16:  Members $28, Non-Members $38
After Feb. 16 & At the door:  Members $38, Non-Members $48
Includes full lunch buffet
Registration:    http://www.dfwama.com/en/cev/300

   

Thank you to our sponsor:
 
  Speaker Lee Applbaum
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.
About the D/FW AMA:
The DFW American Marketing Association (AMA) is the number one source for marketers in the Dallas /Fort Worth Metroplex. With an impressive 700+ professional members and host to more than 50 informative and educational events annually in Dallas and Fort Worth,  including nine Special Interest Groups (SIG) focusing on specific marketing areas (Healthcare, Multi-Cultural Marketing, Non-Profit, Small/Medium Business and Telecom) and practices (Branding, Marketing Research, New Media, etc.).  The Chapter also launched a mentoring program and a Professional Development SIG in 2009 to help strengthen the skills of marketing professionals in transition. Recent keynote speakers include: Mary Kay, Fluor, Frito-Lay, GfK, Chevrolet, The Container Store, Fossil, Texas Instruments, American Airlines, Xerox, JC Penney and La Quinta Hotels and Inns.  For more information, go to: www.dfwama.com.
About the AMA:
The American Marketing Association (AMA) is the largest professional association for marketers with more than 38,000 members worldwide in every area of marketing. For over six decades, the AMA has been the leading source for information, knowledge sharing, and professional development for marketing professionals. To learn more about the AMA, go to: www.marketingpower.com.

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About the DFW AMA:
The DFW American Marketing Association (AMA) is the number one educational source for marketers in the Dallas /Fort Worth Metroplex. For more information, go to: www.dfwama.com.