Branding is a person’s initial perception or lasting impression about a service, product or organization, a man working to “brand” Cleburne told the chamber of commerce Wednesday.
Drew Fockler, the president of Trilogy Design Group Inc., spoke at the chamber’s quarterly luncheon about “What’s in Branding a Community?” His company has been working with the city of Cleburne and other organizations on developing a marketing slogan for it, or branding it.
“Cleburne is a changing community,” Fockler said. “The perceptions will change, and your needs will start to differ. We have to determine what those are. We have to get people excited about that.”
The slogan Trilogy proposed is “Cleburne: This is Texas.” Fockler unveiled proposed advertising images portraying pictures of people and places that represent Cleburne. One shows a child playing in water fountains with the words “Cleburne is splashy,” an allusion to Splash Station and other water-based activities.
“This is about the community embracement,” said Cathy Marchel, chamber president. “It’s a process. It doesn’t happen overnight. We’re working very diligently because Cleburne is a great community to raise your family and to live and work.
“I’m very proud of what we have in our community, and we all should be. There’s a lot of great things going on in this community. We live in a great place that has a great group of people.”
A song recorded by Sonny Burgess about the city was revealed. The song includes the words “come and plant your feet on solid ground.”
“We’ve got to consider a more emotional side as well,” Fockler said. “We’ve got to drive a passion. There has got to be an excitement because, face it, you as residents and business owners are the people that are going to sell Cleburne. The excitement has got to be generated from within.”
Branding is not a logo, identity or product; it is defined by the individual, Fockler said.
“It’s the individual shopper, it’s the resident, it’s the new resident,” Fockler said. “It’s the new business owner, it’s the new business that wants to move here .... Those are the people that we’ve got to attract or sustain from within. The city has got to build from within first before we can decide to go and go forward.”
A strong brand delivers a promise of value and difference and creates a positive image of the future in the customers’ minds, thus cultivating trust and understanding, Fockler said.
“When we’re looking at Cleburne we have to be able to offer a different point of view or something different that is value to our customer, our customer being the residents here, or new residents, or businesses,” Fockler said.
Trilogy has been conducting focus groups this week to hear the reactions of residents and business owners to the proposed branding campaign.
“I think that this company is top notch and very professional,” Marchel said. “They are really reaching out to all the people in our community, not just certain groups. It is very important that we reach out to all of them. Every person is as important as the others.”
The public attending the luncheon applauded Fockler’s presentation.
“I think it was great,” said Pam Masters, outreach coordinator for Community Opportunities Inc. in Keene. “It was real representative of what Cleburne is. Taking the different names and words like family and things, I thought that was great.”
The company hopes to launch the campaign by the end of January.
Local News
Related Photos
-
Drew Fockler, president of Trilogy Design Group Inc., arranges a display of proposed Cleburne advertisements Wednesday at the Cleburne Chamber of Commerce quarterly luncheon. Monica Green/Times-Review
Discussion
‘Cleburne: This is Texas’
Company presents branding ideas to chamber at quarterly luncheon
- Cleburne
-
Front, from left, are Grandview’s Caleb Hollingsworth, Cleburne’s Zach Haler, Joshua’s Jordan Garrett, Alvarado’s A.J. Castillo, Xavier Holbert, Kenny Adams and Marcus McNeil, Cleburne’s Conner Martyniuk and Godley’s Drew Benge. Standing, from left, are Alvarado’s Ronald Thomas, C.J. Johnson and Alex Gentrey, Grandview’s Austin Wylie and Caleb Armstrong. Not pictured is Alvarado’s Marcus Villarreal.
-
First team offense, defense features host of area standouts
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
The first-team offense included Alvarado quarterback Kenny West and Burleson quarterback Barrett Cain. -
Cleburne, Grandview, Burleson lead second team offense, defense
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
The second-team offense was led by Cleburne’s Quade Coward and Godley’s Rhett Brawner as the second-team quarterbacks. -
Cleburne pulls away from Burleson, 62-48
The Cleburne Yellow Jackets beat Burleson, 62-48, on Friday night at Yellow Jacket Gym to move to 2-7 in District 7-A play. Burleson fell to 2-7 in league play with the loss.
-
Lady Jackets pick up first District 7-4A win
On Friday night at Yellow Jacket Stadium, Cleburne picked up its first win of the District 7-4A season, 66-60, over Burleson, which fell to 3-8.
-
Up-and-down Yellow Jackets split Friday’s matches at Little Elm Tourney
Both Cleburne soccer teams had mixed results on Friday in their respective tournaments.
-
First team offense, defense features host of area standouts
- Johnson County
-
-
Stage 2 drought plan still in place
Johnson County Special Utility District will keep its Stage 2 drought plan in place despite this week’s rain.
- Tuesday marks property tax payment deadline
- Drought no more
- Number of sex offenders increases
- Council approves trash truck purchases
-
Stage 2 drought plan still in place
- Alvarado
-
Standing, from left, are Grandview’s Ryan Breton (offensive most valuable player) and Austin Martinez (Ironman award winner), Alvarado’s Wayne Onderdonck (county MVP) and Brazos Fuller (co-newcomer of the year), Burleson’s Ayinde Alaajiy (co-newcomer of the year), Godley’s Blake Washinton (co-linemen of the year), Alvarado’s Tyler Bates (defensive MVP), Alvarado Head Coach Jeff Dixon (coach of the year) and Grandview’s Davis Scarbrough (co-linemen of the year).
-
Indians on top of selections
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
Four of Johnson County’s eight football teams qualified for the postseason in 2011 with Alvarado making it all the way to the Class 3A Division I state championship game at Cowboys Stadium against Tyler Chapel Hill. - Dixon repeats as AJC coach of the year
- First team offense, defense features host of area standouts
- Cleburne, Grandview, Burleson lead second team offense, defense
- Upcoming sports schedule
-
Indians on top of selections
- Burleson
-
Standing, from left, are Grandview’s Ryan Breton (offensive most valuable player) and Austin Martinez (Ironman award winner), Alvarado’s Wayne Onderdonck (county MVP) and Brazos Fuller (co-newcomer of the year), Burleson’s Ayinde Alaajiy (co-newcomer of the year), Godley’s Blake Washinton (co-linemen of the year), Alvarado’s Tyler Bates (defensive MVP), Alvarado Head Coach Jeff Dixon (coach of the year) and Grandview’s Davis Scarbrough (co-linemen of the year).
-
Indians on top of selections
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
Four of Johnson County’s eight football teams qualified for the postseason in 2011 with Alvarado making it all the way to the Class 3A Division I state championship game at Cowboys Stadium against Tyler Chapel Hill. - First team offense, defense features host of area standouts
- Cleburne, Grandview, Burleson lead second team offense, defense
- Cleburne pulls away from Burleson, 62-48
- Lady Jackets pick up first District 7-4A win
-
Indians on top of selections
- Godley
-
Standing, from left, are Grandview’s Ryan Breton (offensive most valuable player) and Austin Martinez (Ironman award winner), Alvarado’s Wayne Onderdonck (county MVP) and Brazos Fuller (co-newcomer of the year), Burleson’s Ayinde Alaajiy (co-newcomer of the year), Godley’s Blake Washinton (co-linemen of the year), Alvarado’s Tyler Bates (defensive MVP), Alvarado Head Coach Jeff Dixon (coach of the year) and Grandview’s Davis Scarbrough (co-linemen of the year).
-
Indians on top of selections
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
Four of Johnson County’s eight football teams qualified for the postseason in 2011 with Alvarado making it all the way to the Class 3A Division I state championship game at Cowboys Stadium against Tyler Chapel Hill. - First team offense, defense features host of area standouts
- Cleburne, Grandview, Burleson lead second team offense, defense
- Upcoming sports schedule
- Lady Cats win, Wildcats fall to Peaster
-
Indians on top of selections
- Grandview
-
Standing, from left, are Grandview’s Ryan Breton (offensive most valuable player) and Austin Martinez (Ironman award winner), Alvarado’s Wayne Onderdonck (county MVP) and Brazos Fuller (co-newcomer of the year), Burleson’s Ayinde Alaajiy (co-newcomer of the year), Godley’s Blake Washinton (co-linemen of the year), Alvarado’s Tyler Bates (defensive MVP), Alvarado Head Coach Jeff Dixon (coach of the year) and Grandview’s Davis Scarbrough (co-linemen of the year).
-
Indians on top of selections
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
Four of Johnson County’s eight football teams qualified for the postseason in 2011 with Alvarado making it all the way to the Class 3A Division I state championship game at Cowboys Stadium against Tyler Chapel Hill. - First team offense, defense features host of area standouts
- Cleburne, Grandview, Burleson lead second team offense, defense
- Upcoming sports schedule
- Tuesday basketball roundup
-
Indians on top of selections
- Joshua
-
Front, from left, are Grandview’s Caleb Hollingsworth, Cleburne’s Zach Haler, Joshua’s Jordan Garrett, Alvarado’s A.J. Castillo, Xavier Holbert, Kenny Adams and Marcus McNeil, Cleburne’s Conner Martyniuk and Godley’s Drew Benge. Standing, from left, are Alvarado’s Ronald Thomas, C.J. Johnson and Alex Gentrey, Grandview’s Austin Wylie and Caleb Armstrong. Not pictured is Alvarado’s Marcus Villarreal.
-
First team offense, defense features host of area standouts
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
The first-team offense included Alvarado quarterback Kenny West and Burleson quarterback Barrett Cain. - Cleburne, Grandview, Burleson lead second team offense, defense
- Upcoming sports schedule
- Tuesday basketball roundup
- Kicking into high gear
-
First team offense, defense features host of area standouts
- Keene
-
-
Upcoming sports schedule
A look at the sports schedule for Thursday, Friday and Saturday.
- Tuesday basketball roundup
- Burleson leads AJC superlatives
- Grandview, Burleson, Cleburne lead first team selections
- Centennial places two on second team; Alvarado lands three players
-
Upcoming sports schedule
- Rio Vista
-
Front, from left, are Grandview’s Caleb Hollingsworth, Cleburne’s Zach Haler, Joshua’s Jordan Garrett, Alvarado’s A.J. Castillo, Xavier Holbert, Kenny Adams and Marcus McNeil, Cleburne’s Conner Martyniuk and Godley’s Drew Benge. Standing, from left, are Alvarado’s Ronald Thomas, C.J. Johnson and Alex Gentrey, Grandview’s Austin Wylie and Caleb Armstrong. Not pictured is Alvarado’s Marcus Villarreal.
-
First team offense, defense features host of area standouts
The 2011 Lone Star Chrysler Dodge Jeep Autoplex All-Johnson-County football team has been announced. The team was chosen by the Times-Review sports department based on all-district selections and coaches’ nominations.
The first-team offense included Alvarado quarterback Kenny West and Burleson quarterback Barrett Cain. - Cleburne, Grandview, Burleson lead second team offense, defense
- Upcoming sports schedule
- Tuesday basketball roundup
- Burleson leads AJC superlatives
-
First team offense, defense features host of area standouts
- Venus
-
Fallen deputy Clifton Taylor’s sister, Megan Davis, takes a picture of a painting of her brother on Monday during a dedication to the deputy. The Johnson County Sheriff’s Office renamed its building to the Clifton Taylor Law Enforcement Center in honor of the deputy who lost his life during a disturbance call in April. The picture was painted by Fort Worth artist Gary Crouch. Three pictures were made and one will hang in the Clifton Taylor Law Enforcement Center. The other two paintings were presented as gifts to Taylor’s parents and his fiancee.
-
Never forgotten
The eyes of fallen deputy Clifton Taylor’s family began to swell with tears during a dedication hosted by Johnson County Sheriff Bob Alford and the sheriff’s office.
- Man defends himself against two suspects
- Venus registers minor quake
- USGS registers minor county quake
- Trained rescue dogs look to be adopted and loved
-
Never forgotten
