On the Marketing shift from Aspiration to Inspiration

Interesting views on brand evolution:

Great brands, those most in touch in with consumer sentiment, have evolved their message from one of Aspiration to one of Inspiration. They are focused less on what they can give, and more on what consumers themselves can achieve. […] These brands have realized their role is not to be the solution, but to be the motivation for one. The call to action isn’t merely to buy something, but to build something. ~A Brand Shift for 2013: From Aspiration To Inspiration