Butler, Shine, Stern & Partners

We were in Austin last month shooting this new spot for RadioShack, the first featuring the partnership between Lance Armstrong and The Shack.

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Further validation that The Shack campaign has injected tremendous momentum into RadioShack the brand, the company and its business results.

This article points to the need to back up your marketing message of change with internal change — in this case, a revitalization of the sales force.

A year ago, when we launched “The Shack” we took it on the chin in quite a few blogs and assorted media outlets. Many were quick to point out that it wouldn’t work. Yesterday CNBC’s Fast Money called it “Cool” and “Shactacular” and spent a fair amount of time championing the campaign.

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