As James says, the initial intention was that this talk would provide the institutional view on marketing and engagement with a branding agency. Unfortunately due to illness the speaker couldn’t attend so James and his colleague had to fill this slot at the last moment.

I’ll not comment on the contents of your post as institutional marketing of, as James describes, ‘big, complex businesses’ isn’t my main area of work. However this is an area of interest to many of the IWMW 2008 participants, so I’d welcome people who attended the event (and those, such as Owen, who didn’t) to contribute to this debate.