Chris Wall, a guest lecturer speaking to MIT's ESD.57 Technology-based Business Transformation course from Fall 2007, walks through how IBM built its e-business marketing and communications strategy and why marketing sat at the center of the company's broader technology transformation rather than at its edges. The session, introduced alongside instructor Irving Wladawsky-Berger, covers how communications choices feed back into strategy formulation itself, not just its rollout, using IBM's own repositioning around e-business as the working case. Wall draws on his experience inside that campaign to explain the practical mechanics of aligning messaging with corporate strategy during a period of major technological change. Running over two hours, the lecture gives students a detailed, insider account of one of the more studied corporate rebranding efforts of the period, treated here as a strategy problem rather than a marketing case study.