In 2019 our friends at MWWPR, one of the world’s leading PR agencies, reached out to discuss a global rebrand. It was early in the planning, prior to any new positioning platform was in place, but we were happy to join the dialog and ignite the creative direction. Unfortunately, that’s as far as the project proceeded. A lucky few programs catapult companies into the stratosphere, many are a slow and steady burn for generations, a bunch fizzle or flame out, some fail to even launch. This is a story of the latter. Here is a case study of “what could have been.”