Facebook  clearly suffers from not having a research-based, well understood and disseminated brand position (brand promise, brand attributes, brand story) that is applied consistently. If they had that, you wouldn't see the "deer in the headlights" reaction to what is going on currently. My guess is that much like Uber , the company simply grew and grew and what passed for a brand position is most likely a mission statement, vision statement, or worse, a functional statement (e.g. "Connecting the World"). Discovering what the brand needs to be in all constituency's lives should be job #1 for the new CMO so they can align all efforts from the same playbook. Naturally, without buy-in from Zuckerberg, though, it'll never happen.  Oh, and knock off the "we're a victim here too" ad campaigns. Take your lumps to the extent it doesn't expose the company to legal or financial ruin and move forward. #facebook #branding #transparency #positioning #brand #brandposition #brandmanagement …see more