For students

Learn the framework by using it.

Move from reading to observation: explore real brands, test trajectories, run the AI protocols and keep your own notes and saved work.

Explore a real brandPlay the model

A guided first session

The book’s wager is simple: the brand does not live only in the mind – it is spread through the world, where it can be observed and measured. Chapters 11 and 12 lay out the framework this site puts to work: read them first, then take this twenty-minute tour.

STEP 1Search a real brandOpen ASSESS and read how evidence justifies each capacity – facts first, scores last.
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STEP 2Compare itIn the Observatory, put the brand next to a competitor or its category median.
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STEP 3Bend its trajectoryLoad the profile in PLAY and watch what changes when a capacity gives way.
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STEP 4Run the protocolDo the MIRROR exercise linked to the chapter you are reading. Close your eyes. Catch a word.
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STEP 5Keep what you foundNotes, brands and simulations live in My Space, ready for the exam.
V1 frontend prototype