New Brand Worksheet — run the whole analysis for brand X, then hand off

Copy this file to the brand's kit folder (e.g. /root/workspace/<brand>-kit/ANALYSIS.md) and fill it top to bottom. Rules: one short sentence per box, verbatim quotes in quotes with their source, UNKNOWN or [MISSING] instead of a guess, everything in English. Two sign-off gates: after §7 (angles + avatar) and after the first concept family of §9.

The output of this worksheet is the Brand Kit + one decoded brief per template, which the production half of this skill (2-make/, start with 2-make/PIPELINE.md) consumes. The generator never researches; if a fact is not here, it does not exist.

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§1. Product sheet (the only source of facts)

Brand:                         Product name:
Website / PDP URL:
Physical product: form · count · dose · ingredients (with amounts) · ritual (when/how taken)
Functional product (what it DOES, 1 line):
Packaging (for image fidelity): container · colour · lid · label text lines, exactly as printed
Product photo path (Image 1 of every generation):
Price: one-time $… · crossed price $… · subscription $… every … days
Bundles: …
Offer framing allowed in ads (e.g. "Buy 1 Get 1 Free", "50 % off for life"):
Guarantee: length · wording · conditions:
Allowed proof (exact numbers + footnote): e.g. "50,000+ customers", "93 %* … (*12-week survey)"
Real authorities available (founder on camera? expert? institution? culture?):
Real reviews / comments we can quote (paths):
Banned claims / words (site + ads):
Compliance level: ads (aggressive ok?) · site (structure-function only):
Never mention in ads (e.g. autoship, subscription mechanics):
Brand-mark rule (wordmark spelling, icon-only slots):

§2. Mechanism map (see product-mechanism-angle.md)

M1 [name] (enemy → fix) :: angle | angle | angle
M2 …

For each mechanism: enemy name · action name · belief-bridge fact (+ source) · chain (3–5 links + sources) · A + B = C · elimination triad · failed solutions it explains · analogy · mechanism visual · banned terms → rewrites · freshness (shops scaling on it) · belief (plausibility) · differentiation case (format transplant / desire transplant / core swap).

Refused angles (no mechanism reaches them): …

§3. Research log

Budget agreed for this research: TrendTrack … credits (floor ≥ 1,000) · Apify $… · OpenAI $… . Every failure is reported here, never hidden.

§4. Competitor table

Routing per competitor (angle → landing page): … Weaknesses (sourced numbers): … Sophistication level of the market (1–5) and why (what their top-10 scaling ads do): …

§5. Market research report (structure fixed — research-playbook.md §7)

1. Top 5 angles (# · angle · idea incl. mechanism · weight)
2. 5 secondary angles
3. Top 5 headlines (verbatim + source)
4. Headline bank: Pain & mechanism · Comparison · Product · Story · Urgency
5. Video hooks (verbatim)
6. Avatar (age, situation, visible problem, tried + spent, shame behaviours)
7. What proves it to them (proof objects)
8. Winning formats (static/video split)
9. Their offer
10. Their weaknesses
11. Recommendation: 3 angles + 10 headlines to attack first

§6. Avatar

6.1 Master avatar (13 sections — avatar-angle-system.md §2)

Executive summary · core avatar · emotional landscape · problem beneath the problem · desired transformation · what they tried (+ why it failed) · beliefs/myths · objections (their voice) · buying triggers · messaging insights · exact voice (20 phrases / 20 fears / 20 desires) · segments · strategic takeaways.

6.2 Avatar Check (one page)

6.3 Sub-avatars (3–10)

6.4 Bridge sentence (3 versions, keep 1)

1. 2. 3.

6.5 Necessary beliefs (≤ 6, "I believe that…")

§7. Angle map + angle cards ⛔ SIGN-OFF GATE 1

7.1 Angle Expansion Map (awareness × desire, 25 cells) → pick 5

7.2 Top 5 angles

7.3 Angle cards (one per angle — fields in avatar-angle-system.md §8)

Each card must include the headline bank (≥ 5 verbatim lines with sources), problem scenes, payoff scenes, who notices, timeline, objection, guarantee line, visual bans, dead hooks.

7.4 Brand-specific defaults (decide now, they drive template assignment)

• King angle (the default to fuse into off-angle templates):
• Avatar look for every person shown as the customer (age, look):
• Proof objects (what he/she is proud to see):
• Hiding behaviours (validated):
• Words to always use / never use (e.g. "beer belly" not "belly"):
• Aggression level the founder wants:

Sign-off: founder validated §5–§7 on [date]. After this, research is LOCKED.

§8. Templates and the clone plan

8.1 Template intake

Families: 1 us vs them · 2 before-after/timeline · 3 problem reframe · 4 mechanism/ingredients · 5 origin/source · 6 offer/bundle/price · 7 bold claim + product · 8 meme/humour/UGC · 9 off-avatar re-skin. Rule: accept every template; one ad per template; volume = number of templates.

8.2 Clone plan

Coverage check: every family covers every top angle across its templates (each template still gets the angle it naturally carries).

Already-made check: skip any (template × angle × headline) already in creatives.jsonl.

§9. Hand-off brief — one per template (what 2-make/ receives) ⛔ SIGN-OFF GATE 2

Send the first concept family only; wait for validation before the rest.

{
  "brand": "BRAND",
  "ad_id": "BRAND_B01_C0021_V1",
  "template": {
    "id": "c0021",
    "path": "/root/workspace/<brand>-kit/templates/c0021.png",
    "source": "Competitor · 206 days live · 7 copies",
    "family": "1 US vs THEM / comparison",
    "aspect": "1:1",
    "production_method": "full illustration | real photo + pasted product | screenshot UI | text painted in scene | text-only | collage/table | skin scene",
    "refusal_risk": "none | sexual | body"
  },
  "decode": {
    "scroll_stop_trick": "one sentence",
    "angle_carried": "what the template's own angle is",
    "hidden_reading": "innuendo / joke / social mechanism, or none",
    "scene_logic": "why the scene is where it is → our scene",
    "visual_trick": "the trick to copy literally",
    "shape_or_function_equivalent": "e.g. round moon ↔ round belly, or none",
    "verb_of_the_scene": "pour / hold / hide / measure …",
    "structure_type": "before/after | split body | progression L→R | table | UI | single scene",
    "shock_level": "calm | cheeky | gross | shocking",
    "render_style": "e.g. flat vector, Pixar 3D, photo, watercolour",
    "text_treatment": "e.g. handwriting, sunscreen bubbles, bold sans"
  },
  "strategy": {
    "angle_id": "A1",
    "angle": "outcome in customer words",
    "mechanism_id": "M1",
    "sub_avatar": "trigger + cause + tried",
    "awareness": "problem-aware",
    "belief_installed": "one of the 6 beliefs"
  },
  "inventory": [
    {"zone": "setting", "template": "kid's bedroom", "action": "SWAP", "ours": "living room, game night", "reason": "scene logic"},
    {"zone": "product_spot", "template": "bottom right, 20 % width", "action": "KEEP", "ours": "our jar, same spot and size", "reason": "placement"}
  ],
  "text_slots": [
    {"slot": "headline", "template_text": "…", "ours": "…", "source": "bank line / template words kept", "same_length": true},
    {"slot": "subline", "template_text": "…", "ours": "…", "source": "…"}
  ],
  "text_slot_count": 2,
  "proof_allowed": ["50,000+ men", "60-day guarantee"],
  "people": {"customer_look": "45-60, greying", "other_people": "…"},
  "visual_bans": ["…"],
  "compliance_flags": [{"line": "…", "risk": "body claim", "decision": "kept as symbol / rewritten"}],
  "missing": ["[MISSING] real review first name", "…"]
}

Hard rules restated for the hand-off:

• text_slot_count = the template's count. No added tagline, context line, disclaimer or deadline.
• The headline is a bank line (or the template's own words if the template already carries our angle), adapted only for our facts.
• Every KEEP placement of the product appears in the inventory (and must exist in the final image).
• Nothing from their product world survives (material, symbol, body part, logo, innuendo object).
• If the founder already validated a try of this template, attach it as the new template and list only the changes he named.

§10. Brand Kit folder (saved once, reused for every batch)

<brand>-kit/
  research.md          §5 report (angles, headline bank, video hooks, avatar)
  mechanisms.md        §2 map + cards
  avatar.md            §6
  angles.md            §7 (top 5 + cards + brand defaults)
  product.md           §1 (exact price, offer, guarantee, allowed claims, banned words)
  product-photo.jpg    Image 1 of every generation
  templates/           intake files, sorted by family
  briefs/              §9 JSON per template
  creatives.jsonl      every ad made: concept · angle · headline · json · image (never make one twice)
  LESSONS.md           every review verdict: what worked + why, what failed + root cause + new rule

New batch later = reload the kit, accept the new templates, run §8–§9 only. No new research, no TrendTrack, unless the founder asks for it.

§11. Review loop (after every founder review)

For each reviewed ad, log in LESSONS.md:

Validated tries are frozen. His latest verdict wins. A rule that is added applies to every future batch and to the decode checklist (template-reading.md).

§12. Final status (end every working session with it)