Santhosh Babu and Giraj are ‘facilitators’ or people who lead boardroom fakers to their real self. And in the process turn them into better human resource. Their concept, called Brand U, tries "to help people who, like Amitabh Bachchan, are hostage to image traps like his Angry Young Man persona that stuck on even when he was neither angry nor young," says Babu. They also sounded off the idea on people like Siddharth Basu and Harmeet Bajaj, known respectively as the quiz master and the fashion choreographer, as also people whose real talents were obscured by their larger-than-life images. Basu’s love for theatre and Bajaj’s passion for teaching management was subordinated to their larger, more popular personas. The first Brand U workshop will work on the branding of a set of proprietors and corporate honchos willing to get their identities "repaired". Two days of mind games and intense questioning will bring out an individual’s "value hierarchy" which will then be corrected through "value re-engineering". Good call theirs, but then what of brand loyalties?