On the Internet, no one knows who you really are.
This is a blessing and a curse, but the good news is that this allows for community-powered reputation-driven networks. These digital communities are able to self-organize and they successfully drive the type of movement their members originally coalesced around.
Self-organizing communities are brands, because brands are movements. You don't want a business, because a business is work. You want a movement, because a movement happens on its own, using a power far beyond what any one individual or group can muster.
And communities are worlds, and they're full of people that want to create markets and do business with each other. Businesses that understand movements and how communities foster movements will win in the coming age of decentralization and people-powered cash flows.