Maybe there are some ways to merge the two. The truth is as marketers we do create the nucleus of stories (whether that be the creation of a brand, expanded brand, actual communications or even capitalizing on a story that exists and extending that to our brand). The key is to allow for emergence and focus not on managing that story but understanding that we are actually alongside everyone else, we are part of it.
Anyhoodle, don't know where it's going but any thoughts anyone else has would love to hear 'em. :)