Please manage my expectations...

Of course content and regular content refreshment remains king. However this web 2.0 aspiration is not always readily available to all corporate brands. This may be due to the nature of their brand, the level of consumer passion in the product area or a restrictive / compliant nature of marketing work such as in financial services marketing.

However there is no reason why any organisation can not be considering their customer issues and use web technology to communicate more effectively for better customer experience both on and offline. The screengrab below is, I believe an excellent example of this: