Members on the branding committee worked for over a year on the project and paid a pretty penny for it too. The branding committee hoped to recreate Abilene's overall image in an effort to increase tourism as well as bring in new businesses for the City of Abilene.
"Abilene Frontiering" is the made-up word that sent many Abilenians into an uproar. The brand platform, "For independent folks who appreciate wide-open spaces, Abilene is the defining city of West Texas, where a heritage of frontier spirit is still applied to discovery, development and creativity," has been adopted.
However, since the unveiling event at the Paramount Theatre, no one has adopted the "Abilene Frontiering" brand logo and tagline.
Doug McIntyre with the Abilene Convention and Visitor's Bureau explained that Abilene's brand, the "Friendly Frontier" had been successful and the ACVB voted to stick with it.
While many local organizations haven't adopted, "Abilene Frontiering," it may appear that Frontiering has flopped.
"It takes time to implement and time for a logo to become acceptable. How many people do you think pushed back on the Big Apple, and didn't understand the Big Apple," George Nichols, chair of the branding committee said.
Initially, people didn't understand "Frontiering" or the $134,000 pricetag that came along with the project.
The City, Development Corporation of Abilene, and other area groups fronted the bill, so far with few visible results.
"It might be time to come back together and kind of listen," Lynn Barnett with Abilene Cultural Affairs said. So after almost three months, you have to wondering whether frontiering is dead.
The man behind the branding committee still has high hopes for Abilene's future brand name.
"We're on the right track. It was well-worth the money that was spent. There's been a lot of market research and a lot of strategic planning that's been given to us and now it's our job to figure out how we best use it," George Nichols added.
Now the information gathered from the NorthStar Destination Strategies and the branding committee is in the hands of the Abilene Realtors Association.
They're looking into revising the product that came out of the year-long project and hoping to bring reccomendations to the branding committee sometime soon.
The Abilene Realtors Association might even be the first to adopt the City's new brand name, making what some call a frontiering flop could actually turn out to be a success story.