Anything written by Paul Feldwick is well worth reading, he certainly has a way with words. So thanks to Faris for flagging this essay up and please do read all of it. It’s a great piece and not just a flippant blog post (like this one is). It really is useful and well worth forwarding on to clients (unlike this one). Just make sure they don’t misinterpret the digital vs analogue part!

For me ‘associations and relationships’ is probably the most distilled down and helpful description of how to approach communications at the moment. It’s like this deck from Joe Crump on Digital Darwinism and John Grant’s Brand Molecules but it is related more specifically the the construction of an ‘advertising message’. Forward it on to all those people you who live and die by the USP.