Dive Brief:

• RadioShack is repositioning itself, revealing a new motto: "It Can Be Done, When We Do It Together." 
• The consumer electronics retailer says the motto and a new integrated marketing campaign debuting in February focus on its competitive differentiation — the ability of its store associates to collaborate with customers and help them discover what they can do with technology.
• The campaign will be carried out across TV, radio, print, digital, social, and in-store channels, focused on a how-to execution. 

Dive Insight:

The new RadioShack campaign is the first from the company's new advertising and media partner, GSD&M, and brings to mind a successful slogan used by Lowe's ("Let's build something together") in campaigns through 2011. The company is in the middle of carrying out its turnaround, so reaching out and engaging the tech-savvy consumer base it wants with an enabling message should hopefully help it continue to mount a comeback.