marketing: add the scaffolding and positioning source of truth

One voice, one place, so agent-drafted assets stop inventing framing
per artifact. positioning.md carries the wedge, the category-noun rule
(freno-dev/AGENTS.md competitor ban), claims each backed by code, the
honest privacy scoping and the voice/banned-phrasings list. The tree
adds calendar.json, per-channel briefs, drafts → pending → approved →
posted, metrics and listening — with the hard rule up front: approved/
is the only thing a human ever publishes from, nothing posts itself.

Issue: FRE-17

marketing/README.md

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+# Marketing tree
+
+One voice, one place. Every later artifact draws on `positioning.md` — do not
+invent framing per-asset.
+
+```
+positioning.md        # source of truth: wedge, voice, banned phrasings, approved claims
+calendar.json         # scheduled pushes: date, channel, status
+briefs/<channel>.md   # per-channel rules, format, limits, what "good" looks like
+drafts/<id>/          # agent output: copy.md, assets/, rationale.md
+pending/ approved/ posted/   # human gate by directory move
+metrics/weekly.md     # funnel snapshot, generated
+listening.md          # buying-intent threads + drafted replies
+```
+
+## Hard rule
+
+**`approved/` is the only thing a human ever publishes from. Nothing posts itself.**
+
+Workflow: agent drafts into `drafts/<id>/` → moves to `pending/` when complete →
+a human reviews and moves it to `approved/` → the human publishes from `approved/`
+under their own account → the artifact (or a pointer) lands in `posted/`.
+
+Nothing in `drafts/` or `pending/` is ever publishable, by anyone, by any means.

marketing/approved/.gitkeep

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+# approved

marketing/briefs/.gitkeep

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+# briefs

marketing/calendar.json

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+{
+  "$comment": "Scheduled pushes: date, channel, status. Statuses: draft | pending | approved | posted. Move nothing to posted without the artifact living in approved/ first — see positioning.md rule 5.",
+  "pushes": []
+}

marketing/drafts/.gitkeep

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+# drafts

marketing/listening.md

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+# Listening — buying-intent threads
+
+Agent-found threads where someone is describing a problem The Nook solves, with a
+drafted helpful-first reply. Replies are drafted here, reviewed, and posted **by a
+human** with a single disclosed mention — helpful first, product second.
+
+Rules:
+
+- Real threads only — no invented scenarios.
+- The drafted reply must stand alone as a helpful answer if the mention is removed.
+- One disclosed mention per reply, maximum.
+- Never post from this file; replies move through `approved/`.
+
+| Date | Source | Thread | Problem signal | Drafted reply |
+|---|---|---|---|---|

marketing/metrics/weekly.md

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+# Weekly funnel snapshot
+
+Generated weekly from the analytics DB + `trials`/`licenses`/`activations`.
+Format: the funnel numbers, what moved, and the one thing worth acting on.

marketing/pending/.gitkeep

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+# pending

marketing/positioning.md

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+# The Nook — Positioning (source of truth)
+
+Every drafted asset draws its voice, claims, and constraints from this file. If an
+artifact invents its own framing, fix the artifact or fix this file — never both
+silently diverging.
+
+Primary source: `~/Code/the-nook/docs/marketing-strategy.md`.
+
+## The sentence
+
+> **Your Mac and your agents, under control.** The Nook puts your whole coding-agent
+> fleet in the notch — twelve agents, local or over SSH — so you see what is running,
+> unblock it in one tap, and keep the machine from overheating while it works.
+
+## The wedge
+
+The thing to say over and over, in every channel, in slightly different words:
+
+> **An agent blocked on a permission prompt is the most expensive kind of idle.**
+> You pay for the model, you pay for the wait, and you get neither.
+
+It is acute, quantifiable, and true — and it is the demo: a card appears, you tap
+Allow, work resumes. Ten seconds, no explanation needed.
+
+## The bundling reframe
+
+Three audiences (agent herders, hardware tinkerers, glanceable-widget users) in one
+$10 app reads like a grab bag. Reframe as consolidation, which is the honest story:
+
+> One $10 app instead of a notch toy, a fan utility, a battery limiter, a menu-bar
+> stats strip, and a notification hack. Same one-time purchase, no subscription.
+
+Price rises to $15 at 1.0 — dated and honest, not a permanent beta.
+
+## Hard rules
+
+### 1. Category nouns, never product nouns
+
+`freno-dev/AGENTS.md` forbids naming any competitor in user-facing copy — landing
+pages, marketing copy, comparison tables, meta descriptions, emails, FAQs, all of it.
+
+- Use **category nouns**: "notch app", "menu-bar monitor", "fan control utility",
+  "battery charge limiter", "agent notification hack". These carry the same search
+  intent and are fully compliant.
+- Compare against **the status quo, not a competitor**: "vs. a terminal bell you
+  don't hear", "vs. four utilities in your menu bar", "vs. finding out an hour later."
+- The rule does not reach App Store–external review replies, direct email, and
+  community replies written by a human, where quoting what a user said about another
+  tool is normal conversation.
+
+### 2. A claim requires a test to exist
+
+Copy that says "12 agents" or "no data leaves the device" must have a test backing it.
+If a claim cannot be pointed at code or a test, it does not go in copy.
+
+### 3. Honest privacy scoping
+
+Telemetry and the trial email **do** leave the device. The defensible claim is:
+
+> **No prompt or code content leaves the device.**
+
+Never "no data leaves the device".
+
+### 4. Sell what works today
+
+Phone approvals are deferred until a shipped iOS app exists — no "(coming soon)"
+parentheticals. The launch story is remote SSH: agents running on other machines,
+visible and unblockable from the Mac's notch.
+
+### 5. Humans hold every account
+
+No agent authenticates, posts, upvotes, or DMs. No sock puppets, no self-mention
+without disclosure. `approved/` **is the only thing a human ever publishes from** —
+nothing posts itself.
+
+## Approved claims (each backed by code)
+
+| Claim | Backing |
+|---|---|
+| Twelve hooked agents, one glance | `AgentSpec.all` — claude, codex, opencode, pi, omp, hermes, openclaw, zai, gemini, cline, qwen, deepseek |
+| Remote agents over SSH | `hook/setup.go` remote install path; `NOOK_HOST` TCP transport |
+| Permission gate answered from a card | awaitPolicyTable + bridge directive path (`hook/normalize.go`, `serialize.go`) |
+| Fan / thermal / charge control | `helper/` (privileged helper, SMC, no kext) |
+| One-time purchase, no subscription | $10 → $15 at 1.0; Stripe checkout |
+| macOS 14+ | 27 source files use the `@Observable` framework |
+| No prompt or code content leaves the device | envelope carries session/event/terminal metadata only (see `docs/agent-interface.md`) |
+
+## Voice
+
+- Short, concrete, no hype adjectives. Numbers over adjectives ("twelve agents",
+  "one tap", "$10 once").
+- The notch/island is the product's home; agents are the product's point.
+- Never apologize for being a utility. The utility is the point.
+- Banned phrasings: competitor names (see rule 1), "AI-powered", "revolutionary",
+  "game-changer", "seamlessly". Unverifiable superlatives generally.

marketing/posted/.gitkeep

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+# posted