Infrastructure

Eddie Cheng brand wiki

Project overview

Updated
13 Aug 2026

A living brand-intelligence wiki for Eddie Cheng: founder of Penang Media, a UK DTC performance marketing agency, and co-owner of VIBAe, a DTC footwear brand. It follows the Brand Wiki pattern saved in PATTERN.md: Eddie supplies raw sources and answers questions; Claude classifies, extracts, writes every article, maintains the cross-references, and keeps the index and log current. The wiki compounds with every source it eats.

How it works#

Three layers:

  • sources/ is the ground truth: call transcripts, notes, interviews, published content. Immutable; nothing in it is ever edited.
  • wiki/ is the intelligence: Claude-written articles organized by category, every claim traceable to a source file.
  • CLAUDE.md is the rulebook: conventions, workflows, claim markers, and the content generation rules. It loads automatically in every Claude Code session here.

Entry points: index.md is the one-line catalog of every article; log.md is the operation history, newest first.

Day-to-day operations, all run by asking Claude in a session:

  • Ingest: drop anything into sources/inbox/ and say "process the inbox".
  • Fathom sync: add FATHOM_API_TOKEN to the ignored .env file and say "sync Fathom". Claude imports every meeting available to that API key, follows cursor pagination, skips recordings already filed, then runs the normal classification and synthesis pass.
  • Query: ask brand questions, or ask for deliverables (scripts, ad copy, sales pages) written in Eddie's voice with approved claims only.
  • Interview: say "interview me" to fill gaps; answers are captured as sources.
  • Lint: say "lint the wiki" for a contradiction and staleness health check.
  • Export: ask for exports/brand-context.md or narrower briefs, regenerated from the wiki.

What's in it so far#

Built on 2026-08-13 across one long day of ingests:

  1. Scaffold from the pattern document, tailored to the business context.
  2. Foundation source: an AI-compiled brand brief (effective August 2026) became the first 20 articles: identity, ICP, offers, voice rules, claims discipline, market, content strategy.
  3. Call corpus: 40 meeting transcripts (February to August 2026) produced the spoken voice profile, the creative system, the AI systems article, the internal case-study trail, and the first real customer verbatims. Several offer and audience articles were corroborated to high confidence.
  4. Origin interview: five questions closed the origin story, resolved the channel roster (Instagram committed, YouTube aspirational, Twitter parked), and corrected the career claim.
  5. Fact-bank approvals plus the penangmedia.com case studies: the claims register was finalized, and the proof stack now includes four published, reusable case studies (VIBAe, Buckley Belts, H.H Cosmetics, Bellissimo Hats NY).
  6. Fathom API sync: the first sync imported the two recordings available to the API key. The Penang Media team call strengthened the working-method and spoken-voice evidence; Fathom's canned demo was filed as a vendor source and did not affect the wiki.
  7. BraveBrand hooks: 23 Eddie-rated candidates were filed as research, with four identity-led hooks queued for the first working session funnel tests. Unsupported counts and outcome promises remain blocked.

Current state: 24 articles, 47 source documents, no orphan claims. Remaining gaps are tracked in open-gaps.

Conventions that matter#

  • Claim markers inside articles: verified, directional, hypothesis, gap. Hypothesis material never publishes as fact.
  • The fact bank rule: no figure appears in any public asset unless Eddie has approved it or it is already published on the Penang Media site, as worded there.
  • Recency wins: sources from the last twelve months are primary; contradictions resolve toward the newer source and get logged.
  • Voice: published content follows the locked rules in voice-guide; drafts sound like Eddie via the spoken voice profile.

Privacy#

sources/ contains raw transcripts with sensitive personal, financial, and third-party information. That material stays in sources, out of wiki articles and exports, per rule 8 in CLAUDE.md. This repository must stay private.