Tumblr is able to do brand advertising because they’ve built an environment that’s not about data, clicks, or SEO. Brand advertising works on Tumblr because Tumblr has built an ecosystem where people go to share and see cool works. Branding, communicating an idea or statement, works in such an ecosystem.
Facebook, on the other hand, is asking us to think of it as a branding platform after years of providing us with click dashboards, variable spending, precise targeting and exchanges. Someday Facebook might work for branding. But they’ve trained their clients to see it as anything but.
The metrics you provide will determine how others see (and value) your world.
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