Front and Center's report illustrated how Pure Michigan was a successful effort to rebrand the state but Eight Forty-Eight wondered about a brand for the entire Great Lakes region. Jeff Leitner and Howell J. Malham, founded the Chicago-based firm Insight Labs, a kind of think tank for non-profit innovation and development. They joined Eight Forty-Eight to discuss strategies to create an identity for other parts of the Great Lakes, and perhaps, the region as a whole.