--- id: "10.5" title: "Content engine, Fetch" dept: marketing-and-growth status: draft owner: Param branded: true direction: dog last_verified: 2026-10-26 sources: - "brand-directions/dog/marketing.html m0, m2, m3, m9" - "brand-directions/book/content/h.js h-2 house, h-5 formats, h-10 four-hours, kit, checks" - "brand-directions/docs2/data/dirs.json dog" - "brand-directions/dog folders, file counts on 26 Oct" - "brand-directions/_shared/sample/img" - "brand-directions/BRIEF.md:92-97" - "handbook content/ai-and-models/cost-per-brand.md" - "memory: no-spend-while-building, treg-usage-rules" - "handbook/AGENTS.md" --- # Content engine, Fetch ## Answer The content engine is four pillars, a fixed set of Fetch's formats refilled every week from templates, and about four hours of work, with our own product drafting the examples; none of it runs yet because the direction and the name are not picked. ## Today | Fact | Source | |---|---| | No post, account or content calendar for the product exists | [src: no source found in memory or brew origin/main] | | Fetch's kit: ten poses, eight expressions and five area modes in dog/svg | [src: brand-directions/dog folders, file counts 26 Oct] | | Fetch's sound: 17 recorded files in dog/snd: eight lines, five cues, the sonic logo and three voice tries | [src: brand-directions/dog folders, file counts 26 Oct] | | Sample photos of the sample candle store, used as photos only | [src: brand-directions/_shared/sample/img] | | Our own product reads a store and drafts; a studio make costs money and shows its price first | [src: handbook content/ai-and-models/cost-per-brand.md] | | No paid image or video generation while building, and never through treg | [src: memory no-spend-while-building] [src: memory treg-usage-rules] | | The allowed figures and their exact words | [src: brand-directions/BRIEF.md:92-97] | | The direction is not picked, so this plan is one of five | [src: handbook/AGENTS.md] | ## Tomorrow ### The four pillars | Pillar | What every post proves | Proof we can show | Version | Tag | |---|---|---|---|---| | Already drafted | Most picks arrive with a first draft | Make it keeps every version | v1 | New | | From your own store | Every card says where it came from | The read steps and a source on every card | v1 | New | | You decide | Nothing goes out on its own | Need your yes, and nothing posts from the product | v1 | New | | Easy to hand off | A numbered brief and a read only link | The brief page | v1 | New | The floor under all four: sources on every number, unsure numbers say confirm. ### Fetch's weekly story On Monday Fetch drops five things at your feet: four real ideas for the sample store and its tennis ball. Midweek it gets distracted by something shiny, a big brand reel, then remembers your reviews are the real treat. On Friday it naps with the ball. The ball in the picks is the running joke. ### Fetch's formats | Format | When | The frame | On the image | |---|---|---|---| | What Fetch brought back | Every Monday | Grid of five things at Fetch's feet: four ideas for the sample store and the ball | On screen: What I brought back this week | | Leave it | Weekly | A bad marketing idea, Fetch looking away | On screen: Ideas I was told to leave. 30 percent off everything, again | | Got distracted | Weekly | Fetch staring at something shiny off frame; rival ads are shiny, your reviews are the treat | On screen: Me, every time a big brand posts a reel | | Drop it | Weekly | The hand off, drawn: card in mouth, a real hand | On screen: Drop it | | Sniff test | Every other week | One finding from the sample store read, as a sniff card | On screen: Sniff test. 41 reviews mention the smell of rain. 0 ads do | | Nap time Friday | Every Friday | Fetch curled up with the ball; the week is done | On screen: Every pick seen. Ball is mine now | Every format runs on the sample candle store with a Sample label on the image and in the caption, unless a partner gives written permission. Version v1, tag New. ### Cadence and making | When | Time | Job | |---|---|---| | Monday | 30 minutes | Pick the week's four posts from the formats | | Wednesday | 45 minutes | Record and cut one reel | | Friday | 20 minutes | The founder note and one LinkedIn post each | Every Fetch frame comes from the rig in dog/_src/rig; a new pose is one line of code. Text on posts is set by us in the Grandstander template, never baked into a drawing. Reels are screen recordings of the product plus Fetch frames, with the sonic logo and cues from dog/snd. ### Made with our own product | Item | Version | Tag | |---|---|---| | A sample read gives the week's finding; Make it gives the draft; the brief is the checklist | v1 | New | | Product screens show only what the current version does; anything later is a labelled Sample design | v1 | New | | Our own posts go out through posting with our yes, once posting ships | v2 | New | | Our posts show how they went, once results ship | v3 | New | Fetch, on the format rule: Same game every week. Still my favourite game. ## How we do it 1. Monday: open the sample read, pick one finding, fill the Monday template. 2. Make the draft in Make it from free drafts only. Ask Param before any paid make. 3. Write the line on the image: one line, under 15 words. Set it in Grandstander, never inside generated art. 4. Run the truth check: no claim that the product posts, sends, schedules or measures; Sample on every sample frame; only allowed figures. 5. Run the craft check: Fetch's face and one prop fill the first frame; zoom every image for stray letters. 6. Run the writing checker: ```bash cd /Users/param/Documents/ChatGPT/brand-directions && node _tools/check.mjs ``` 7. Log the post in the [campaign log](/marketing-and-growth/campaign-log). ## Numbers | Metric | Definition | Where measured | Status | |---|---|---|---| | Posts a week | Posts that passed both checks and went out | The campaign log | Proposed | | Hours a week | Time spent making them | The Friday note | Proposed | | Asks per format | Read asks that name a post, by format, over two weeks | The asks list | Proposed | ## Open 1. **Which store do our sample drafts come from?** Proposal: build the sample candle store as a test brand, labelled Sample, so no partner shows without permission. 2. **Which format retires first if time is short?** Proposal: keep the Monday and Friday formats always; drop the monthly ones first. 3. **Who makes the posts?** Proposal: the hours in the [no-budget playbook](/marketing-and-growth/no-budget-playbook), with one owner per weekday.