ABSTRACT
This chapter helps the readers to bring the process alive by applying to a brand of interest. Creating the reader's personal brand is another way to experience the approach. The readers would start by setting goals for their personal brand. Once their goals are set, they would apply the Foundation Stage steps. The first step is building readers’ Business Framework with insights about their target audience, their capabilities, competitive landscape, and all the elements that capture the big picture world in which their personal brand will operate. The second step is allowing the readers to seek metaphors, analogies, and archetypes to inspire brand hypotheses development. The personal brand platform may be an efficient way to learn the process. Most of the information needed to apply the process is readily available and the emotional truths are in their memory and imagination.
