Logistical and financial issues forced the city council to cancel the plans and come up with something far more modest.
Brands, as he pointed out, were far more than memorable names for modest little things in tins and packets, advertised in traditional mass media.
There is also deep concern that more than four years after Qatar was awarded the 2022 World Cup, the country's minister of labour has admitted that there is no set timetable to introduce even the modest reforms it promised in May 2014.
The keyword component was simply a box listing keywords associated with the article, but to get even to that modest point was a long journey.
In Sicily, a principal transit point for Italy, cash-strapped local authorities have struggled to offer even the most modest shelter.
At a meeting to launch the report at the Royal Society today, the government's chief scientific adviser John Beddington said the government should be thinking about a modest investment in geoengineering research.
A senior Berlin official has said that assurances could be introduced during modest treaty revisions to ensure that the interests of Britain and other non-euro members are protected in the European single market.
Among the cheapest properties, for overseas students of more modest means, is a £275-a-week bedsit in Egerton Garden Mews, but it's so small tenants will have to climb a ladder to get to the "raised bed area".
Afterwards he was modest: "My team-mates were kind to me," he said.
It was from this modest upbringing that the former Texas governor said he came to understand the "unshakeable family bond" and importance of giving back to the community.
Miliband was right about that bit and a high-flying ex-banker like Javid, even one from a modest Oldham background, could not be expected to understand.
