RadioShack is hoping to alter its image by shedding “radio” from its name in a new ad campaign.

Beginning Thursday, the Fort Worth-based consumer electronics chain is re-branding itself as “The Shack” with a television, print and digital campaign and three-day launch events in New York and San Francisco featuring a 14-foot laptops hooked up to webcams for live video and audio exchanges.

The company said its customers, employees and the investment community have been using The Shack nickname for sometime, similar to FedEx or Coke.

RadioShack chief marketing officer Lee Applbaum, said the move isn’t about changing the name, but is an attempt to “contemporizing the way we want people to think about our brand.

“The Shack speaks to consumers in a fresh, new voice and distinctive creative look that reinforces RadioShack’s authority in innovative products, leading brands and knowledgeable, helpful associates,” he said.

The company believes it has “tremendous equity in consumers’ minds around cables, parts and batteries,” Applbaum said. But now it needs to get consumers thinking about its ability to keep them “connected in this highly mobile world.”

“You will see a real focus on mobility and wireless products from leading brands in our new advertising,” he said.