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Th... ose are the conclusions that David Nellis of Return on Investment in Annandale said he found after being hired to help develop a brand for Rockville to define its identity.

"What we kept hearing was [Rockville] has a small-town feel but big-city opportunities," Nellis said at the Aug. 2 Rockville City Council meeting. "Not necessarily in conflict, but not always existing harmoniously."

Nellis and Catherine Timko of Community Retail Catalysts, a marketing company in the District, presented their research during the meeting.

In January 2008, the council decided to pursue a branding project within the next two years. At the time, the council said the project was aimed at promoting Rockville as a business-friendly cultural and entertainment hub.

During the presentation, Nellis and Timko defined branding as being more than a logo. They said a brand is a set of perceptions that comes to mind when people think of a place or product.

The purpose of the project, they said, is to create a citywide inclusive image of Rockville that will help retain businesses and residents, distinguish Rockville as unique and inspire community pride.

The two were met by criticism from Mayor Phyllis R. Marcuccio and Council member Bridget Donnell Newton, who asked questions about the cost of the project and the need for it.

Timko said she wasn't surprised by the questions.

"I have never made a presentation to a public entity that had 100 percent approval," she said.

"Maybe I misunderstood the intention of this whole process," said Marcuccio. "What I understood is they are looking at Rockville like a business. They are looking at what makes Brand X terrific and then saying, 'let's make more of it.' They seem to focus on changing Rockville and not sustaining it."