Brand Brain
Voice rules. Asset library. ISI library.
The four layers of brand-as-model in one place. Voice rules and asset library are the artifacts the essence anchor and brand corpus retrieve from at inference. Edit the brand brain here and every execution in flight learns the new rule.
Voice rules · active
47
12 Compound DT-204-specific
Enforced on every generation
Approved assets
1,240
+86 this month
Photo · b-roll · logo · ISI variant
ISI variants
47
Auto-injected by audience
Long · short · pediatric · pregnancy
Forbidden phrases
184
OPDP + KNSA-internal
Auto-blocked in generation
Brand-as-model · the unifying architecture
A brand is not a guideline document. It is a model.
Voice rules, the approved asset library, the ISI library, and the per-brand adapter weights are not separate features. They are four layers of one encoding. The platform encodes a brand into its own model and lets that model do the work. Everything below this card is a concrete artifact inside one of these layers.
A1
Essence anchor
Thesis, story, truths, anti-positioning, tells. The identity statement injected at the top of every prompt. Identity precedes constraints.
A2
Brand corpus
50 to 500-plus pieces of canonical brand writing. Semantic retrieval at inference time grounds every execution in real precedent, not abstract rules.
A3
Brand-fit identity scoring
Independent 0-100 score on every execution. Hard floor at 60. Surfaces alongside compliance in the three-axis check.
A4
Adaptive per-brand model
Every approved execution auto-promotes into the brand's precedent library. Top-K precedents retrieved at inference as match-this-voice anchors. Sharpens with every approval. Every precedent fully citable.
A1 essence anchor · standing instructions
The rules every generation follows
The voice layer of the essence anchor. Encoded once, injected at the top of every prompt, enforced on every brief. Add a rule here and every execution in flight re-validates against it. Top-25%/bottom-25% performance signal feeds back so the rules tune over time.
✓ Do
- Use the full brand name 'Compound DT-204' on first reference; 'rilonacept' on second reference if scientific context.
- Reference the indication explicitly: 'rare cardiology indication,' 'cardiac sarcoidosis,' 'CAPS,' 'DIRA'. not 'inflammatory diseases.'
- Cite RHAPSODY trial when efficacy claims appear. pull exact stat + footnote text from the approved claims library.
- Use named team voice ('our team', 'the medical team') or named-physician voice when patients/caregivers narrate.
- Cost-and-access content names the Co-Pay program by its proper name and links to the Patient Assistance Foundation for government insurance.
- Pediatric content (12+) carries age-appropriate caregiver fair-balance. not adult ISI.
- Disease awareness content can run unbranded but must connect to Compound DT-204 within the same campaign on the same audience.
✗ Don't
- First-person singular ('I', 'my', 'me'). patient/caregiver voice must be team-attributed or named.
- Comparative claims vs colchicine, NSAIDs, or steroids without head-to-head trial citation.
- Outcome-guarantee phrases: 'cure', 'guaranteed', 'safest', 'best', '100%'.
- Adverbs that imply superiority: 'fastest', 'most effective', 'leading'.
- Off-label suggestions. efficacy mentions tie to FDA-approved indication only.
- Disease-state pivot to branded claim without ISI proximity (≤ 2 lines or adjacent frame).
- Consumer-influencer language: 'obsessed', 'spilling', 'the tea', 'glow-up', 'must-have'.
- Emoji density above 3 per asset. degrades performance across all audiences (data-backed: −8× engagement vs no-emoji).
A2 brand corpus · visual layer
Photography · b-roll · logos · diagrams
MLR-cleared, model-released, contractually-cleared. The visual half of the brand corpus. The engine retrieves from this library when generating any visual format. It never grabs stock or external imagery without explicit override.
Hero photography · patient142
Approved patient photography, model release on file. Ages 35–65, diverse ethnicities, indoor/outdoor variants.
Hero 16:9 · daylight indoor · 32 assetsVertical 9:16 · 28 assetsSquare 1:1 · 18 assets
Hero photography · HCP64
Cardiology + general medicine clinical settings. White-coat optional. RHAPSODY-trial physician portraits cleared for HCP-facing only.
Clinical setting · 24 assetsPortrait · 18 assetsConference / podium · 12 assets
B-roll · clinical context38
Echocardiogram b-roll, ECG traces, cath lab cutaways. Cleared for animated overlays (mechanism-of-action).
ECG 4K · 14 clipsEcho cardiogram · 12 clipsLab b-roll · 12 clips
Logo + lockup library24
Compound DT-204 primary lockup, plus co-brand variants for HCP / patient / pediatric / Co-Pay program.
Primary · 6Co-brand · 12Pediatric · 6
Mechanism-of-action diagrams12
IL-1 cytokine trap mechanism. Animated + static. MLR-cleared for HCP audience.
Animated MP4 · 4Static SVG · 6Carousel-ready cuts · 2
Patient story · video library8
Patient testimonial slot · placeholder. Real assets get loaded once Demo Therapeutics shares MLR-cleared, model-released video library.
Slot · awaiting Demo Therapeutics uploadSlot · awaiting Demo Therapeutics uploadSlot · awaiting Demo Therapeutics upload
A2 brand corpus · regulated-text layer · 47 executions
Important Safety Information · auto-injected by audience
Every approved ISI execution: long-form, short-form, pediatric, audio-spec, channel-specific. The engine selects the right ISI for each output automatically based on audience profile and format.
Variant
Chars
Used in
Last review
Long-form · adult patient
2100
Patient sitePatient eBlastLong-form social
Q1 2026
Short-form · adult patient
480
Email bannerDisplay bannerCarousel last frame
Q1 2026
Long-form · HCP
2840
HCP eBlastDetail aidLinkedIn long-form
Q1 2026
Pediatric · caregiver-facing
1620
Pediatric campaignsParent-facing pages
Q1 2026
Audio-only · 60s spec
240
YouTube TrueViewPodcast pre-roll
Q4 2025
Reddit · community thread compatible
320
Reddit promoted postReddit conversation ad
Q1 2026
Cardiac sarcoidosis · adult patient
2180
CS-specific patient content
Q1 2026
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What's underneathArchitecture · advisors · published thinking.
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