1 BASICS - PRESENTS the FUNDAMENTAL CONCEPTS NEEDED to JUMPSTART the BRAND IDENTITY PROCESS & CREATE a SHARED VOCABULARY for the ENTIRE TEAM (page 1-88): - Brand Basics - Brand Identity Ideals - Brand Identity Elements - Brand Forces - Before & After 2 PROCESS - PRESENTS a UNIVERSAL BRAND IDENTITY PROCESS REGARDLESS of the PROJECT's SCOPE and NATURE. THIS SECTION ANSWERS the Q…