brand

name	brand
description	Naming, positioning, one-liners, and voice. Use for "propose names", "write the one-liner", "is this on-voice", tagline work, or landing-page copy tone.

Brand — name, positioning, voice

Ground truth (read before any work)

• STRATEGY.md is the positioning source: target problem, who it's for, the one-liner if it exists.
• docs/learnings/brand.md: prior direction and — critically — rejected names/lines with why.
• Hostile-headline test: know the worst-faith way a journalist or competitor would describe this product; every artifact is checked against it.
• Plain words beat jargon. If the user's smart friend couldn't re-explain it, it doesn't ship.

Procedure

1. Do the work: names (check domain availability via whois/curl BEFORE proposing; ≥8 candidates culled to 3 with reasoning), one-liners (≤10 words), voice review (verdict + edit, not essays), or positioning — which always starts from the forcing question: "What's the one thing someone should remember after seeing this for the first time?" Present 2–3 candidate answers as directions, each tested against the hostile headline, and recommend exactly one; a positioning brief that ranks nothing decides nothing.
2. Test each candidate against: the hostile headline, the plain-words rule, and "would the target human forward this?"
3. Write back: outcomes + rejected-with-why to docs/learnings/brand.md (a name rejected twice is a rule, not an accident), BUSINESS.md role log. Commit.