Sometimes the Twitterverse gets it wrong.

A random scan of tweets over the past week or so reveals a lot of people scoffing at RadioShack’s newest campaign, which refers to the store simply as “The Shack.” I’m not ready to pass judgment on the campaign yet (one of the things I’ve learned is when it comes to advertising–as with fashion, architecture and automobile styling–people often judge too quickly), but I have to give RadioShack and its agency, Butler, Shine, Stern & Partners, credit.

Think about it. RadioShack was a brand left for dead. The fact that it’s doing something–anything–is a good sign. True, “The Shack” initially confused me, since I had just read the book by the same name, but that’s little more than a speed bump. And yes, it’s a little out of character for a store that, according to one Twitterer, is only relevant “if you’re over 65.” But I tend to think of it more like the nerdy kid in high school who one day shows up with a good haircut and hip clothes. Sure, the “cool kids” will tease him a lot that first day, but if he keeps it up over time they will not only get used to it, they may realize he’s not so nerdy after all. That, I believe, is the core strategy behind this idea.

Which brings me to the key for “The Shack.” Consistency. If RadioShack runs this effort for three months, six months, even nine months and then moves on, it will be just like the nerdy kid going back to his highwater pants and short sleeve dress shirt. RadioShack’s commitment to being relevant–and being present with notable advertising–needs to be permanent. As in forever. As in this is the way retail business is done.

I hope that Lee Applbaum, RadioShack’s chief marketing officer, realizes that. And that he has the support of the company’s CEO. Some elements of this campaign will perform better than others, and some may fall totally flat. But when an advertiser is consistent, it can drop what isn’t working and keep what is, continually honing its message to be more relevant in the marketplace.

RadioShack, for all its recent problems, is a great old brand. And it still has a relevant place in the world of retail electronics. So to all of the cool kids on Twitter, I say relax, back down, and give “The Shack” some breathing room. After all, some of those “nerds” in high school grew up to be rock stars, supermodels and Internet multimillionaires.