Kuala Lampur, April 12 --  

ISLAMABAD, April 12 - They came from around the world: hundreds of journalists rushed to Islamabad's flagship convention centre-converted into a media hub by Pakistani authorities for landmark talks between the United States and Iran to end the war in the Middle East.

But as negotiations began behind closed doors half a kilometre away, all the world's media could do was wait-and sip on an expertly brewed coffee while listening to live eastern folk music.

Even the lattes had a tagline: "Brewed for Peace."

Branding was a big part of the event, with Pakistan dubbing the process the "Islamabad Talks", and plastering a logo combining the Pakistani, US and Iranian flags all over the city.

Early yesterd...