Basically that the brand should represent what Facebook is about. But in shiny, marketing oriented, words. I work as a consultant in Marketing and I still have

Basically that the brand should represent what Facebook is about. But in shiny, marketing oriented, words. I work as a consultant in Marketing and I still have a problem respecting creative people and their explanations. For me it's simple BS. But the reality is that they truly believe in it. We simply expect more science and less imagination from them.