When it gets to advertising Facebook wants to be seen above all as a branding platform more than a direct advertising platform, and that makes sense. But in Facebook brands look too much like Facebook. What’s great about TV is that TV is a black box. Or lately a black frame.  Facebook should take a page off TV and make brands look more different from one another. Facebook brand pages look too much alike for brands to feel comfortable in them. I think it’s time Facebook removes the Facebook look from brand pages and allows them to be different, personal, exclusive, attractive, original.

Follow Martin Varsavsky on Twitter: twitter.com/martinvars

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