The digital landscape is wild n' crazy landscape populated with funky stuff. Its been compared to a herd of dancing elephants - awe inspiring in its scope and scale, and producing terrifying amounts of crap. Brands, great brands, that dare to mean something to someone, rather than trying to be everything to everyone, can be a lighthouse over a sea of complexity. Brand as curator means helping people wade through the surf, finding the bits that matter, delivering value that aligns with core brand values and meanings (not, for instance, building a vending machine that dispenses your big ticket item in Second Life).
Now more than ever, consumers can impact brands - and brands should listen, learn, and partner.
At the same time, folks don't go to a rock concert expecting to tell the band what to play. They buy a ticket for an experience. We owe them one.