TV was a linear storytelling medium. The Internet is a non-linear enabling medium. Yet digital advertising has treated the internet like TV up until fairly recently. In fact digital advertising should enable people, it should be tool-based--call them "Brand Tools." We should still be interested in awareness and storytelling, but only in so much as it helps us to refine the tool for the user, not to tell the perfect story. The social nature of the web allows people to tell their own stories--if we create useful and compelling enough Brand Tools, people will share and recommend them.