Beleaguered Myspace ^[1] brought in Michael Jones, Userplane ^[2] founder and former AOL ^[3] senior vice president, to fix the company. He was not successful. “The new Myspace didn’t gain as much traction with consumers are we had hoped,” he wrote recently.

Now that Myspace has gone to a new owner, and Jones has stepped down, he talked about what he learned from the experience. One thing that really haunted him: Consumers have long brand memories. There was already a negative perception of Myspace, and despite Jones’ efforts, he couldn’t change that.

Another part of that problem was Myspace’s “front door” — the point of entry into the website. Myspace had only one entry point, its homepage. Myspace was used for other purposes, like the still-popular band pages, but people only entered through the homepage, and as a result, most users only thought about Myspace’s reputation as a social network.

Read more about what Jones learned at Fortune ^[4].