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So, what needs to change? Right now, Facebook’s brand communications are entirely transactional. Zuckerberg tells us what is happening but not why it’s happening. And as a result, people view the brand from a place of utility. Nobody loves Facebook; they just use Facebook. It’s a product, not a brand. And if the platform is going to survive this PR nightmare, it needs people to feel a legitimate and emotional connection to it. It can’t just count on consumers using Facebook because it’s convenient; they need people to love using Facebook.