Serving is the new selling

trendwatching.com's April 2010 Trend Briefing covering "BRAND BUTLERS": "For consumers, time, convenience, control and independence are the new currencies: this need requires B2C brands to turn many of their 'campaigns' if not all interactions with their customers into broader services. In short: a shift from 'broadcasting' to assisting."
Very inspiring trend briefing: it explains how a content marketing strategy (e.g. how-to videos, "friendly experts"), mobile applications and online/offline events can be part of an effictive, integrated and consumer-centric brand strategy.
I would, however, rather not use the butler image: it still implies an arm length's distance and a very business-like, formal relationship between companies/brands and their customers/consumers. Maybe bar tender is a more useful image. What do you think?