Our client needed three things: to bring a loosely held group of regional gas companies together under a single, memorable brand; to build this entity into a strong, national brand; and to address the concerns of both customers and shareholders. We had less than 12 months to accomplish all three. It was an extraordinary challenge. But at RBMM, we welcomed it.
After comprehensive research, audits, and interviews, we created a distinctive new name for the holding company: Atmos Energy. We took the regional providers’ key strength — customer service — and made it the linchpin of our brand messaging. Then we reiterated this customer-centric distinction nationwide across every Atmos Energy touchpoint, from Web site to collateral materials to print and broadcast advertising.
The result, achieved in less than a year, was a powerful, memorable brand, recognized as both the nation’s second largest natural gas provider and as your friendly local gas company.