<brand>-brain/
├── raw/                  ← Source material (Jake writes; Claude reads)
│   ├── ads/              → fuels wiki/hooks-that-work.md + performance-patterns.md
│   ├── customers/        → fuels wiki/customer-pains.md
│   ├── competitors/      → fuels wiki/competitor-angles.md
│   ├── brand/            → fuels wiki/brand-voice.md
│   ├── performance/      → fuels wiki/performance-patterns.md
│   └── notes/            → fuels wiki/creative-brief-library.md (+ all articles)
├── wiki/                 ← Synthesized intelligence (Claude maintains)
│   ├── INDEX.md
│   ├── hooks-that-work.md
│   ├── customer-pains.md
│   ├── competitor-angles.md
│   ├── brand-voice.md
│   ├── performance-patterns.md
│   └── creative-brief-library.md
└── outputs/              ← Answers and reports (Claude writes; feeds back into next compile)
    ├── briefs/
    ├── question-answers/
    └── health-checks/

RAW FOLDER CONTENTS (what Jake drops in)

`raw/ads/`

Meta Ads performance CSV (last 30-90 days)
TikTok Ads performance CSV
Top 20 performing creative screenshots
Ad copy text files (top 10 ads' copy)
GetHookd exports of competitor winners

`raw/customers/`

Reviews export (Judge.me, Yotpo, Trustpilot)
Customer survey responses
Customer interview transcripts
Support ticket themes
Reddit threads / Amazon Q&A relevant to the niche

`raw/competitors/`

Competitor ad screenshots (Meta Ad Library)
Competitor landing page screenshots or copy dumps
Brand positioning notes
TrendTrack competitor briefs

`raw/brand/`

Brand voice document
Positioning statement
Value proposition canvas
StoryBrand BrandScript
Avatar docs
Necessary Beliefs doc

`raw/performance/`

Weekly performance reports
Monthly business reviews
GA4 / Shopify analytics exports
Email/SMS campaign performance
LTV/CAC reports

`raw/notes/`

Meeting notes (coach reviews, strategy sessions)
Loose ideas and observations
Hypotheses to test
Things Jake noticed in the market

THE SIX WIKI ARTICLES (templates)

Each article follows the same structure:

# <Article Title>
**Last compiled:** <YYYY-MM-DD>
**Brand:** <name>
**Sources read:** <count of raw files this compile>

---

## Summary
[3-5 sentence executive summary]

## Key findings
[The most important insights, ranked]

## Detailed analysis
[Section-by-section breakdown with source citations]

## Cross-links
- See also: wiki/<other-article>.md for [topic]

## [VERIFY] flags
[Any claims that need human verification]

Article: `hooks-that-work.md`

Synthesizes from raw/ads/ and raw/performance/.

Contains:

Top 10 hooks by performance (CTR, hook rate, conversion)
Hook patterns (pattern interrupts, curiosity, pain-first, social proof)
Hook + angle pairings that compound
Failed hooks and why
Hook types underrepresented in current testing

Article: `customer-pains.md`

Synthesizes from raw/customers/.

Contains:

Top 10 pain points by frequency in reviews/support
Internal vs external vs philosophical pain (StoryBrand schema)
Pain points that map to existing ads
Pain points NOT being addressed (creative whitespace)
Customer voice samples (paraphrased, never quoted directly per Meta compliance)

Article: `competitor-angles.md`

Synthesizes from raw/competitors/.

Contains:

Top competitors and their dominant angles
Saturated angles to avoid
Competitor weaknesses / underserved angles
Where Jake's brand has positioning whitespace
Competitor's evolution over time (what they've moved away from)

Article: `brand-voice.md`

Synthesizes from raw/brand/.

Contains:

Brand voice attributes (tone, vocabulary, sentence structure)
StoryBrand role definitions for this brand
Jungian archetype mapping (if applicable)
Drift detection — where ads/copy diverge from voice
Voice examples (best-fit copy from raw/ads/)

Article: `performance-patterns.md`

Synthesizes from raw/performance/ and raw/ads/.

Contains:

What's correlated with winners (hook type, angle, format, length)
What's correlated with losers
Seasonal patterns
Audience patterns (which demos convert best)
Day-of-week / time-of-day patterns (if data supports)

Article: `creative-brief-library.md`

Synthesizes from raw/notes/ and outputs/.

Contains:

Past creative briefs (what was planned, what shipped)
Templates for new briefs
Lessons from each campaign
Open hypotheses to test

INDEX.md (auto-maintained)

# Brand Brain Index — <Brand>
**Last compiled:** <date>
**Total raw files:** <count>
**Total questions answered:** <count from outputs/>

## Articles
1. hooks-that-work.md — [last summary]
2. customer-pains.md — [last summary]
...

## Recent questions asked
- [Date] [Question slug] → outputs/<file>
- ...

## Health
- Last health check: <date>
- Contradictions outstanding: <count>
- Articles with no source citation: <count>

COMPILATION RULES

When /compile-wiki runs:

Read every file in raw/, top to bottom
For each wiki article, synthesize the relevant raw files into the article structure
Cite sources inline — (source: raw/ads/meta-q1-export.csv, row 47)
Cross-link aggressively — every article should link to ≥2 other articles where topics intersect
Update INDEX.md with the new compile date and any summary changes
Pull from outputs/ — saved answers from prior questions feed back in
Flag contradictions — if raw/brand/voice.md says "premium" but raw/ads/ performance favors casual, surface that conflict in brand-voice.md
Do NOT invent claims. If a topic isn't covered in raw/, the wiki should say so explicitly, not guess.

QUERY RULES

When Jake asks a question against the brain:

Read the relevant wiki articles first (always — they're the synthesis layer)
Dip into raw/ if the wiki doesn't have enough detail
Cite sources in the answer — point Jake to specific files
Save the answer to outputs/question-answers/<slug>-<date>.md
Flag any [VERIFY] if the answer hinges on unverified data

RAW FOLDER CONTENTS (what Jake drops in)

raw/ads/

raw/customers/

raw/competitors/

raw/brand/

raw/performance/

raw/notes/

THE SIX WIKI ARTICLES (templates)

Article: hooks-that-work.md

Article: customer-pains.md

Article: competitor-angles.md

Article: brand-voice.md

Article: performance-patterns.md

Article: creative-brief-library.md

INDEX.md (auto-maintained)

COMPILATION RULES

QUERY RULES

`raw/ads/`

`raw/customers/`

`raw/competitors/`

`raw/brand/`

`raw/performance/`

`raw/notes/`

Article: `hooks-that-work.md`

Article: `customer-pains.md`

Article: `competitor-angles.md`

Article: `brand-voice.md`

Article: `performance-patterns.md`

Article: `creative-brief-library.md`

brand-brain-schema

Brand Brain Schema

CANONICAL STRUCTURE