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Adds four community skills covering brand identity discovery and a three-skill competitive benchmarking pipeline. **brand-discovery** — Adaptive multi-session brand identity interview spanning 8 modules (purpose, positioning, audience, personality, voice, narrative, founder-brand tension, synthesis). Uses laddering, 5 Whys, and projective techniques. State persisted to disk via state.json so sessions resume across conversations without losing elicited knowledge. Frameworks: Sinek, Dunford, Baker, Enns, Kapferer, Aaker, Neumeier, Mark & Pearson, Lencioni. Includes 8 module output templates in references/. **competitive-platform-analysis** — Scopes and tiers a competitor set before benchmarking begins. Categorizes candidates along 8 generic creative-industry axes (positioning stance, specialization, size/model, engagement format, distinctiveness posture, evidence model, brand strength, market/reach) into Direct / Adjacent / Aspirational tiers. Includes a pre-filter scoring matrix. First step in the pipeline. **benchmark-methodology** — Scores each competitor across 9 weighted dimensions (positioning 18%, brand voice 15%, visual craft 15%, offer packaging 12%, evidence 12%, enterprise-readiness 10%, thought leadership 8%, pricing 5%, client's strategic tension 5%) with explicit 1–5 rubrics and bias controls. Produces one profile card per competitor. **competitive-report-structure** — Assembles scored cards into a decision-grade report: executive summary, landscape map, competitor tiers, heatmap matrix, deep dives, white-space and threats, strategic recommendations, sources appendix. brand-discovery complements brand-voice (ECC): brand-voice extracts a style profile from existing source material; brand-discovery elicits identity from scratch through structured interviews when no prior material exists. A competitive set scoped without the client's positioning brief is noise, not intelligence — each skill enforces this by requiring the brief before proceeding. The 9-dimension scoring framework deliberately reports the client's strategic tension as two separate poles (never averaged) because the gap between them is the strategic finding. Co-Authored-By: Claude Sonnet 4.6 <noreply@anthropic.com>
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1.5 KiB
Module 60 — Narrative / Story
Frameworks: Neumeier trueline · Brand story arc (context → conflict → resolution → invitation) · Hero's journey (brand as guide, client as hero)
Goal: Crystallise the brand's founding story and its narrative arc — the conflict it was built to resolve, the transformation it delivers, and the invitation it extends to clients. The trueline is the single sentence that holds every story the brand tells.
Raw
The founding story (what happened, when, why this — not the polished version)
The conflict or frustration that made the brand necessary
What the world looks like when the brand's work succeeds (the transformation)
A client story that best illustrates what the brand does and why it matters
What would be lost if the brand didn't exist? (brand obituary prompt)
The invitation: what does the brand ask clients to do or believe?
Synthesis
Trueline draft (Neumeier: "[Brand] is the only [category] that [unique claim].")
Alternative truelines (2–3 variations, vary level of abstraction)
Brand story arc
| Beat | Content |
|---|---|
| Context (the world before) | |
| Conflict (what's broken / wrong) | |
| Resolution (what the brand does about it) | |
| Invitation (what the client is asked to do) |