I love this article from R/GA’s Bob Greenberg on the shift from classic marketing messaging - creating a short burst message that distills the essence of a projcet and captures an emotional state - towards a product-centric approach that will feature more demo’s.  How else could you explain a Tivo?  Or an iPhone.  In fact, TBWA’s campaigns for iPhone have been all about the product in action, not about how iPhone makes you feel. Bob, you’ve still got it.