# brand Vale rule pack
Auto-generated reference for the rules enforced by `styles/brand/*.yml`. Each rule's narrative rationale lives in
`BRAND.md` (universal) or `PRODUCT.md` (channel). The rule pack is the executable contract for the literal phrases /
regex; this README is the human-readable companion.
## brand.FillerAdjectives
*Source: BRAND.md § Universal anti-patterns — No filler adjectives.*
**Message:** Filler adjective: `<matched text>`. Concrete before abstract; let the noun do the work.
**Rationale:** <https://github.com/brettdavies/agentnative/blob/main/BRAND.md#universal-anti-patterns>
**Pack default severity:** `warning` (overridden per-channel via `.vale.ini`).
**Enforced tokens** (case-insensitive, auto-bounded by Vale):
- `best-in-class`
- `leveraging`
- `next-generation`
- `robust`
- `synergy`
## brand.HedgeWords
*Source: BRAND.md § Universal anti-patterns — No hedge words.*
**Message:** Hedge word: `<matched text>`. MUST is the contract; SHOULD is the contract. Hedges undercut both.
**Rationale:** <https://github.com/brettdavies/agentnative/blob/main/BRAND.md#universal-anti-patterns>
**Pack default severity:** `warning` (overridden per-channel via `.vale.ini`).
**Enforced tokens** (case-insensitive, auto-bounded by Vale):
- `for the most part`
- `generally agreed`
- `in most cases`
- `it is generally agreed`
- `tends to`
- `typically`
- `usually`
## brand.MarketingRegister
*Source: BRAND.md § Universal anti-patterns — No marketing register.*
**Message:** Marketing register: `<matched text>`. The standard speaks in third person about contracts, not first person
about beliefs.
**Rationale:** <https://github.com/brettdavies/agentnative/blob/main/BRAND.md#universal-anti-patterns>
**Pack default severity:** `warning` (overridden per-channel via `.vale.ini`).
**Enforced tokens** (case-insensitive, auto-bounded by Vale):
- `it is really important to`
- `it's really important to`
- `we are excited`
- `we believe`
- `we feel`
- `we have found that`
- `we know`
- `we recommend`
- `we think`