Gareth's five minute Transformer's video is well worth watching.
As he says, it feels like some of us have been saying this stuff for a while: that changing perceptions don't really change behavior [but rather the other way around], and that we have to stop saying stuff and start having Ideas That Do.
But we still don't have many actual examples, beyond the endlessly overused Nike+, so we need to get it together and strive to get Ideas that Do through. Not simply brand utilities, but brand behavior in all its various forms
Ideas that can be advertised, rather than advertising ideas.
Just Do It, so to speak.