Living reference

Eddie Cheng brand wiki

A browsable record of positioning, audience, offers, proof, strategy and operating systems. Articles are synthesized from source material and marked by confidence.

25: Articles
9: Categories
49: Source documents

Identity

Core messagesThree brand-level beliefs under the Waste-to-Traction positioning Founder profileFounder of Penang Media, co-owner of VIBAe; ad tech operations-to-leadership path, ~10 years in paid media, $5M+/month portfolio spend Origin storyThe full arc from Eddie's own telling: creative kid pushed academic, ad tech education, quitting into lockdown, cold-emailing VIBAe, buying in after the results PositioningOperator-in-Residence: builds ad systems for clients because he builds them for VIBAe; creative system as the product underneath

Audience

Language bankHypothesis phrases for hook testing plus the first real verbatims from recorded calls, cited to source; r/DTC mining still pending ObjectionsTwo structural objections (B-team fear, circular VIBAe proof), each now answered with approved published proof plus the buy-in sequence Primary ICPDTC founders at $500k to ~$10M, US/Europe, Meta-dependent, plateaued; $500k is a hard qualification floor Watering holesr/DTC, X founder circles, eCommerce Fuel, The DTC Newsletter; listening posts for a 5-10 conversations/week motion

Offers

Agency retainer£4,500/month fixed rolling, performance component after month three; confirm current terms before quoting Founder callFree application-gated upgrade call, 8/month framing, $500k floor, 48-hour review buffer Offer architectureSingle front door: £197 working session feeds founder call, retainer, and newsletter; no parallel offers Working session£197, ~45 min, refundable before or after, delivers a written 30-day plan; founder-to-founder, no agency pitch

Voice

Spoken voice profileHow Eddie actually talks, from 41 recorded calls: four registers, phrase bank, metaphors, and how to translate it into written content Voice guideLocked: calm, direct, founder-peer; no exclamation marks, no em-dashes, sentence case; locked phrases and Meta constraints

Proof

Case studiesThe proof stack: four published, approved case studies from penangmedia.com plus internal fact-bank-gated figures from calls Claims registerApproved public claims and prohibitions plus the fact bank rule; career brands, the VIBAe $250k construction, and website case studies approved 2026-08-13 Receipts standardVisual receipts show the decision, not just the number; losses with receipts are core content; Eddie signs off every video

Market

Competitive landscapeCTC (Holiday's own-brand play at enterprise register) and Pilothouse; differentiate on stage, access, format Creator reference tiersTier 1 same-lane models, tier 2 format-only; anti-agency hooks saturated, proof density is the moat

Strategy

Content strategyThree approved teaching pillars under the Waste-to-Traction lens; Instagram remains the committed channel and the funnel's front end Hook bankBraveBrand bank of 23 rated hook candidates, with four first-test priorities and claims, truth, voice, and publication gates

Frameworks

AI systemsThe AI operating stack Eddie built in 2026: Pulse analytics, an always-on agent, creative AI tooling; a working authority asset shown live in sales calls Creative systemThe Branded Response Flywheel, Creative Tree, idea-hook-format hierarchy, iteration discipline, and creative quality rules Working methodQualification math, KPI scope, decision gates, Local Result Versus Total Effect, and The Amplifier Test

Operations

Open gapsSlim list after the approvals: origin recovery arc, verbatim mining, session recordings, performance data; fact-bank bottleneck cleared

Infrastructure

The operating rules, index, history and source workflow behind the wiki.

Brand BrainBrand Brain Project overviewEddie Cheng brand wiki Wiki rulebookEddie Cheng brand wiki Article indexIndex Operation logLog Source workflowSources Original patternBrand Wiki