What’s important to today’s rural consumers? And what do they need from the technology that enables them to live where they do? To find the answers and launch a powerful new brand for its new service, Dallas-headquartered NetAmerica Alliance selected Russell Herder to complete one of the most comprehensive market research studies ever performed across the rural consumer marketplace and develop a compelling new brand identity.
We immersed ourselves in the challenge, conducting more than 60 hours of one-on-one interviews in businesses, coffee shops and on the streets of rural towns across America, quantitative surveys with hundreds of consumers and in-market creative testing, culminating in the recent announcement of the new brand name and logo: Bonfire™. We’re proud to be a part of what is certain to transform lives across the rural landscape.