diff --git a/scripts/seed_brandbooks_regen_nov.ts b/scripts/seed_brandbooks_regen_nov.ts
new file mode 100644
index 0000000..9130c22
--- /dev/null
+++ b/scripts/seed_brandbooks_regen_nov.ts
@@ -0,0 +1,143 @@
+/**
+ * Seed brandbook for every tenant + regenerate Nov 2026 editorial strategy.
+ * Usage: npx tsx scripts/seed_brandbooks_regen_nov.ts
+ * Optional: MONTH=2026-11 FORCE_BRANDBOOK=1
+ */
+import { config } from 'dotenv';
+import { resolve } from 'path';
+config({ path: resolve(process.cwd(), '.env.local') });
+
+import type { RrssMonthPlan } from '../src/components/RrssMonthView';
+import { generateMonthPreview } from '../src/lib/calendar-generate';
+import {
+  BRANDBOOK_DOC_TITLE,
+  BRANDBOOK_DOC_TYPE,
+  parseBrandbook,
+  seedBrandbook,
+} from '../src/lib/brandbook';
+import { monthLabel } from '../src/lib/calendar-import';
+
+const ym = process.env.MONTH || '2026-11';
+const forceBook = process.env.FORCE_BRANDBOOK === '1';
+
+async function main() {
+  const url = process.env.NEXT_PUBLIC_SUPABASE_URL!;
+  const key = process.env.SUPABASE_SERVICE_ROLE_KEY!;
+  const h = {
+    apikey: key,
+    Authorization: `Bearer ${key}`,
+    'Content-Type': 'application/json',
+  };
+
+  const tenants = (await (
+    await fetch(
+      `${url}/rest/v1/tenants?select=id,slug,name&order=name.asc`,
+      { headers: h }
+    )
+  ).json()) as { id: string; slug: string; name: string }[];
+
+  console.log(`Tenants: ${tenants.length} · month ${ym} · forceBook=${forceBook}`);
+
+  for (const t of tenants) {
+    // --- brandbook ---
+    const bbRes = await fetch(
+      `${url}/rest/v1/documents?tenant_id=eq.${t.id}&type=eq.${BRANDBOOK_DOC_TYPE}&select=id,content&order=updated_at.desc&limit=1`,
+      { headers: h }
+    );
+    const bbRows = (await bbRes.json()) as { id: string; content: unknown }[];
+    const existing = parseBrandbook(bbRows[0]?.content);
+    let book = existing;
+    if (!existing || forceBook) {
+      book = seedBrandbook(t.slug, t.name);
+      if (bbRows[0]?.id) {
+        await fetch(`${url}/rest/v1/documents?id=eq.${bbRows[0].id}`, {
+          method: 'PATCH',
+          headers: { ...h, Prefer: 'return=minimal' },
+          body: JSON.stringify({
+            content: book,
+            title: BRANDBOOK_DOC_TITLE,
+            updated_at: new Date().toISOString(),
+          }),
+        });
+        console.log(`[${t.slug}] brandbook updated`);
+      } else {
+        await fetch(`${url}/rest/v1/documents`, {
+          method: 'POST',
+          headers: { ...h, Prefer: 'return=minimal' },
+          body: JSON.stringify({
+            tenant_id: t.id,
+            type: BRANDBOOK_DOC_TYPE,
+            title: BRANDBOOK_DOC_TITLE,
+            status: 'approved',
+            content: book,
+          }),
+        });
+        console.log(`[${t.slug}] brandbook created`);
+      }
+    } else {
+      console.log(`[${t.slug}] brandbook exists (skip)`);
+    }
+
+    // --- calendars ---
+    const calRes = await fetch(
+      `${url}/rest/v1/documents?tenant_id=eq.${t.id}&type=eq.calendar&select=id,content&order=created_at.desc&limit=48`,
+      { headers: h }
+    );
+    const docs = (await calRes.json()) as { id: string; content: unknown }[];
+    const history: RrssMonthPlan[] = [];
+    let novId: string | null = null;
+    for (const d of docs) {
+      const c =
+        typeof d.content === 'string' ? JSON.parse(d.content) : d.content;
+      const plan = c as RrssMonthPlan;
+      if (plan?.month === ym) novId = d.id;
+      else if (plan?.month && Array.isArray(plan.pieces)) history.push(plan);
+    }
+
+    const result = await generateMonthPreview({
+      ym,
+      slug: t.slug,
+      label: t.name,
+      history,
+      brandbook: book,
+    });
+
+    const title = `RRSS ${monthLabel(ym)}`;
+    if (novId) {
+      const patch = await fetch(`${url}/rest/v1/documents?id=eq.${novId}`, {
+        method: 'PATCH',
+        headers: { ...h, Prefer: 'return=minimal' },
+        body: JSON.stringify({
+          content: result.plan,
+          title,
+          updated_at: new Date().toISOString(),
+        }),
+      });
+      console.log(
+        `[${t.slug}] ${ym} patched ${patch.status} · ${result.plan.pieces.length} pcs · ${result.source}`
+      );
+    } else {
+      const ins = await fetch(`${url}/rest/v1/documents`, {
+        method: 'POST',
+        headers: { ...h, Prefer: 'return=minimal' },
+        body: JSON.stringify({
+          tenant_id: t.id,
+          type: 'calendar',
+          title,
+          status: 'draft',
+          content: result.plan,
+        }),
+      });
+      console.log(
+        `[${t.slug}] ${ym} created ${ins.status} · ${result.plan.pieces.length} pcs · ${result.source}`
+      );
+    }
+  }
+
+  console.log('Done.');
+}
+
+main().catch((e) => {
+  console.error(e);
+  process.exit(1);
+});
diff --git a/src/app/api/brandbook/route.ts b/src/app/api/brandbook/route.ts
new file mode 100644
index 0000000..7d5fd52
--- /dev/null
+++ b/src/app/api/brandbook/route.ts
@@ -0,0 +1,175 @@
+/**
+ * GET / PUT brandbook for active tenant (documents type=brandbook).
+ */
+import { NextRequest, NextResponse } from 'next/server';
+import { createClient } from '@/lib/supabase/server';
+import { resolveActiveTenant, restGet } from '@/lib/tenant-context';
+import { isAgencyRole, serviceHeaders, supabaseUrl, userRole } from '@/lib/agency';
+import {
+  BRANDBOOK_DOC_TITLE,
+  BRANDBOOK_DOC_TYPE,
+  brandbookCompleteness,
+  emptyBrandbook,
+  parseBrandbook,
+  seedBrandbook,
+  type Brandbook,
+} from '@/lib/brandbook';
+
+export const dynamic = 'force-dynamic';
+
+async function loadDoc(tenantId: string): Promise<{
+  id: string | null;
+  book: Brandbook | null;
+}> {
+  const r = await restGet<{ id: string; content: unknown }[]>(
+    `/rest/v1/documents?tenant_id=eq.${encodeURIComponent(
+      tenantId
+    )}&type=eq.${BRANDBOOK_DOC_TYPE}&select=id,content&order=updated_at.desc&limit=1`
+  );
+  const row = r.data?.[0];
+  if (!row) return { id: null, book: null };
+  return { id: row.id, book: parseBrandbook(row.content) };
+}
+
+export async function GET() {
+  const supabase = await createClient();
+  const {
+    data: { user },
+  } = await supabase.auth.getUser();
+  if (!user) {
+    return NextResponse.json({ error: 'Unauthorized' }, { status: 401 });
+  }
+  const ctx = await resolveActiveTenant(user);
+  if (!ctx.tenantId || ctx.portfolioWide) {
+    return NextResponse.json(
+      { error: 'Selecciona un cliente en Contexto.' },
+      { status: 400 }
+    );
+  }
+
+  let slug = 'cliente';
+  const t = await restGet<{ slug?: string }[]>(
+    `/rest/v1/tenants?id=eq.${encodeURIComponent(ctx.tenantId)}&select=slug`
+  );
+  slug = t.data?.[0]?.slug || slug;
+
+  const { id, book } = await loadDoc(ctx.tenantId);
+  const current = book || emptyBrandbook(ctx.label);
+  const completeness = brandbookCompleteness(current);
+
+  return NextResponse.json({
+    ok: true,
+    id,
+    brandbook: current,
+    slug,
+    label: ctx.label,
+    completeness,
+    exists: !!book,
+  });
+}
+
+export async function PUT(req: NextRequest) {
+  const supabase = await createClient();
+  const {
+    data: { user },
+  } = await supabase.auth.getUser();
+  if (!user) {
+    return NextResponse.json({ error: 'Unauthorized' }, { status: 401 });
+  }
+  if (!isAgencyRole(userRole(user))) {
+    return NextResponse.json({ error: 'Solo agencia' }, { status: 403 });
+  }
+  const ctx = await resolveActiveTenant(user);
+  if (!ctx.tenantId || ctx.portfolioWide) {
+    return NextResponse.json(
+      { error: 'Selecciona un cliente en Contexto.' },
+      { status: 400 }
+    );
+  }
+
+  const body = (await req.json().catch(() => ({}))) as {
+    brandbook?: unknown;
+    seed?: boolean;
+  };
+
+  let slug = 'cliente';
+  const t = await restGet<{ slug?: string }[]>(
+    `/rest/v1/tenants?id=eq.${encodeURIComponent(ctx.tenantId)}&select=slug`
+  );
+  slug = t.data?.[0]?.slug || slug;
+
+  let book: Brandbook | null = null;
+  if (body.seed) {
+    book = seedBrandbook(slug, ctx.label);
+  } else {
+    book = parseBrandbook(body.brandbook);
+  }
+  if (!book) {
+    return NextResponse.json({ error: 'brandbook inválido' }, { status: 400 });
+  }
+  book.updated_at = new Date().toISOString();
+  book.brand_name = book.brand_name || ctx.label;
+
+  const headers = serviceHeaders();
+  const base = supabaseUrl();
+  if (!headers || !base) {
+    return NextResponse.json({ error: 'No service role' }, { status: 500 });
+  }
+
+  const { id } = await loadDoc(ctx.tenantId);
+  if (id) {
+    const patch = await fetch(`${base}/rest/v1/documents?id=eq.${id}`, {
+      method: 'PATCH',
+      headers: {
+        ...headers,
+        'Content-Type': 'application/json',
+        Prefer: 'return=representation',
+      },
+      body: JSON.stringify({
+        content: book,
+        title: BRANDBOOK_DOC_TITLE,
+        updated_at: book.updated_at,
+      }),
+    });
+    if (!patch.ok) {
+      return NextResponse.json(
+        { error: await patch.text() },
+        { status: 500 }
+      );
+    }
+    const rows = (await patch.json()) as { id: string }[];
+    return NextResponse.json({
+      ok: true,
+      id: rows[0]?.id || id,
+      brandbook: book,
+      completeness: brandbookCompleteness(book),
+    });
+  }
+
+  const ins = await fetch(`${base}/rest/v1/documents`, {
+    method: 'POST',
+    headers: {
+      ...headers,
+      'Content-Type': 'application/json',
+      Prefer: 'return=representation',
+    },
+    body: JSON.stringify({
+      tenant_id: ctx.tenantId,
+      type: BRANDBOOK_DOC_TYPE,
+      title: BRANDBOOK_DOC_TITLE,
+      status: 'approved',
+      content: book,
+    }),
+  });
+  if (!ins.ok) {
+    return NextResponse.json({ error: await ins.text() }, { status: 500 });
+  }
+  const rows = (await ins.json()) as { id: string }[];
+  return NextResponse.json({
+    ok: true,
+    id: rows[0]?.id,
+    brandbook: book,
+    completeness: brandbookCompleteness(book),
+    created: true,
+  });
+}
diff --git a/src/app/api/brandbook/upload/route.ts b/src/app/api/brandbook/upload/route.ts
new file mode 100644
index 0000000..ac699e4
--- /dev/null
+++ b/src/app/api/brandbook/upload/route.ts
@@ -0,0 +1,159 @@
+/**
+ * POST multipart: file (.txt/.md/.csv) or JSON { text, filename }
+ * Appends source excerpt into the tenant brandbook.
+ */
+import { NextRequest, NextResponse } from 'next/server';
+import { createClient } from '@/lib/supabase/server';
+import { resolveActiveTenant, restGet } from '@/lib/tenant-context';
+import { isAgencyRole, serviceHeaders, supabaseUrl, userRole } from '@/lib/agency';
+import {
+  BRANDBOOK_DOC_TITLE,
+  BRANDBOOK_DOC_TYPE,
+  brandbookCompleteness,
+  emptyBrandbook,
+  ingestSourceText,
+  parseBrandbook,
+  type Brandbook,
+} from '@/lib/brandbook';
+
+export const dynamic = 'force-dynamic';
+
+async function loadBook(tenantId: string, label: string): Promise<{
+  id: string | null;
+  book: Brandbook;
+}> {
+  const r = await restGet<{ id: string; content: unknown }[]>(
+    `/rest/v1/documents?tenant_id=eq.${encodeURIComponent(
+      tenantId
+    )}&type=eq.${BRANDBOOK_DOC_TYPE}&select=id,content&order=updated_at.desc&limit=1`
+  );
+  const row = r.data?.[0];
+  return {
+    id: row?.id || null,
+    book: parseBrandbook(row?.content) || emptyBrandbook(label),
+  };
+}
+
+export async function POST(req: NextRequest) {
+  const supabase = await createClient();
+  const {
+    data: { user },
+  } = await supabase.auth.getUser();
+  if (!user) {
+    return NextResponse.json({ error: 'Unauthorized' }, { status: 401 });
+  }
+  if (!isAgencyRole(userRole(user))) {
+    return NextResponse.json({ error: 'Solo agencia' }, { status: 403 });
+  }
+  const ctx = await resolveActiveTenant(user);
+  if (!ctx.tenantId || ctx.portfolioWide) {
+    return NextResponse.json(
+      { error: 'Selecciona un cliente en Contexto.' },
+      { status: 400 }
+    );
+  }
+
+  let filename = 'pegado.txt';
+  let text = '';
+  const ctype = req.headers.get('content-type') || '';
+  if (ctype.includes('multipart/form-data')) {
+    const form = await req.formData();
+    const file = form.get('file');
+    const pasted = form.get('text');
+    if (typeof pasted === 'string' && pasted.trim()) {
+      text = pasted;
+      filename = String(form.get('filename') || 'pegado.txt');
+    } else if (file && typeof file === 'object' && 'arrayBuffer' in file) {
+      const f = file as File;
+      filename = f.name || 'upload.txt';
+      const lower = filename.toLowerCase();
+      if (
+        !lower.endsWith('.txt') &&
+        !lower.endsWith('.md') &&
+        !lower.endsWith('.csv') &&
+        !lower.endsWith('.json')
+      ) {
+        return NextResponse.json(
+          {
+            error:
+              'Por ahora sube .txt, .md, .csv o .json. PDF/DOCX: pega el texto en el campo.',
+          },
+          { status: 400 }
+        );
+      }
+      text = await f.text();
+    }
+  } else {
+    const body = (await req.json().catch(() => ({}))) as {
+      text?: string;
+      filename?: string;
+    };
+    text = String(body.text || '');
+    filename = String(body.filename || 'pegado.txt');
+  }
+
+  if (!text.trim()) {
+    return NextResponse.json({ error: 'Sin texto' }, { status: 400 });
+  }
+  if (text.length > 200_000) {
+    return NextResponse.json(
+      { error: 'Texto demasiado largo (máx ~200k)' },
+      { status: 400 }
+    );
+  }
+
+  const { id, book } = await loadBook(ctx.tenantId, ctx.label);
+  const next = ingestSourceText(book, filename, text);
+  next.brand_name = next.brand_name || ctx.label;
+
+  const headers = serviceHeaders();
+  const base = supabaseUrl();
+  if (!headers || !base) {
+    return NextResponse.json({ error: 'No service role' }, { status: 500 });
+  }
+
+  if (id) {
+    const patch = await fetch(`${base}/rest/v1/documents?id=eq.${id}`, {
+      method: 'PATCH',
+      headers: {
+        ...headers,
+        'Content-Type': 'application/json',
+        Prefer: 'return=minimal',
+      },
+      body: JSON.stringify({
+        content: next,
+        title: BRANDBOOK_DOC_TITLE,
+        updated_at: next.updated_at,
+      }),
+    });
+    if (!patch.ok) {
+      return NextResponse.json({ error: await patch.text() }, { status: 500 });
+    }
+  } else {
+    const ins = await fetch(`${base}/rest/v1/documents`, {
+      method: 'POST',
+      headers: {
+        ...headers,
+        'Content-Type': 'application/json',
+        Prefer: 'return=minimal',
+      },
+      body: JSON.stringify({
+        tenant_id: ctx.tenantId,
+        type: BRANDBOOK_DOC_TYPE,
+        title: BRANDBOOK_DOC_TITLE,
+        status: 'approved',
+        content: next,
+      }),
+    });
+    if (!ins.ok) {
+      return NextResponse.json({ error: await ins.text() }, { status: 500 });
+    }
+  }
+
+  return NextResponse.json({
+    ok: true,
+    brandbook: next,
+    completeness: brandbookCompleteness(next),
+    ingested: filename,
+  });
+}
diff --git a/src/app/api/calendar/preview/route.ts b/src/app/api/calendar/preview/route.ts
index f269be4..1ca34a7 100644
--- a/src/app/api/calendar/preview/route.ts
+++ b/src/app/api/calendar/preview/route.ts
@@ -8,6 +8,10 @@ import { isAgencyRole, userRole } from '@/lib/agency';
 import { asPlanObject } from '@/lib/calendar-documents';
 import { generateMonthPreview } from '@/lib/calendar-generate';
 import type { RrssMonthPlan } from '@/components/RrssMonthView';
+import {
+  BRANDBOOK_DOC_TYPE,
+  parseBrandbook,
+} from '@/lib/brandbook';
 
 export const dynamic = 'force-dynamic';
 export const maxDuration = 60;
@@ -64,11 +68,19 @@ export async function POST(req: NextRequest) {
     return String(b.month).localeCompare(String(a.month));
   });
 
+  const bb = await restGet<{ content?: unknown }[]>(
+    `/rest/v1/documents?tenant_id=eq.${encodeURIComponent(
+      ctx.tenantId
+    )}&type=eq.${BRANDBOOK_DOC_TYPE}&select=content&order=updated_at.desc&limit=1`
+  );
+  const brandbook = parseBrandbook(bb.data?.[0]?.content);
+
   const result = await generateMonthPreview({
     ym: month,
     slug,
     label: ctx.label,
     history,
+    brandbook,
   });
 
   return NextResponse.json({
@@ -77,5 +89,6 @@ export async function POST(req: NextRequest) {
     rationale: result.rationale,
     source: result.source,
     brand: slug,
+    brandbook: !!brandbook,
   });
 }
diff --git a/src/app/dashboard/marca/page.tsx b/src/app/dashboard/marca/page.tsx
new file mode 100644
index 0000000..2d33ec2
--- /dev/null
+++ b/src/app/dashboard/marca/page.tsx
@@ -0,0 +1,36 @@
+import React from 'react';
+import { createClient } from '@/lib/supabase/server';
+import { redirect } from 'next/navigation';
+import { resolveActiveTenant } from '@/lib/tenant-context';
+import { EmptyState, PageHeader } from '@/components/ui';
+import BrandZone from '@/components/BrandZone';
+
+export const dynamic = 'force-dynamic';
+
+export default async function MarcaPage() {
+  const supabase = await createClient();
+  const {
+    data: { user },
+  } = await supabase.auth.getUser();
+  if (!user) redirect('/login');
+
+  const ctx = await resolveActiveTenant(user);
+
+  if (ctx.portfolioWide) {
+    return (
+      <div className="space-y-6">
+        <PageHeader
+          eyebrow="Marca"
+          title="Zona de marca"
+          description="Brandbooks por cliente para ads, calendarios, LinkedIn y blog."
+        />
+        <EmptyState
+          title="Elige un cliente"
+          description="Selecciona un tenant en Contexto para crear o editar su brandbook."
+        />
+      </div>
+    );
+  }
+
+  return <BrandZone tenantLabel={ctx.label} />;
+}
diff --git a/src/components/BrandZone.tsx b/src/components/BrandZone.tsx
new file mode 100644
index 0000000..fc63948
--- /dev/null
+++ b/src/components/BrandZone.tsx
@@ -0,0 +1,824 @@
+'use client';
+
+import React, { useCallback, useEffect, useState } from 'react';
+import {
+  BookOpen,
+  Loader2,
+  Save,
+  Sparkles,
+  Upload,
+  CheckCircle2,
+} from 'lucide-react';
+import { PageHeader, Surface, SectionTitle } from '@/components/ui';
+import {
+  BRANDBOOK_SECTIONS,
+  emptyBrandbook,
+  linesToList,
+  listToLines,
+  type Brandbook,
+  type BrandbookSectionId,
+} from '@/lib/brandbook';
+
+function Field({
+  label,
+  hint,
+  children,
+}: {
+  label: string;
+  hint?: string;
+  children: React.ReactNode;
+}) {
+  return (
+    <label className="block space-y-1">
+      <span className="text-xs font-semibold text-gray-800">{label}</span>
+      {hint ? <span className="block text-[11px] text-gray-500">{hint}</span> : null}
+      {children}
+    </label>
+  );
+}
+
+const inputCls =
+  'w-full rounded-lg border border-gray-200 bg-white px-3 py-2 text-sm text-gray-900 placeholder:text-gray-400 focus:outline-none focus:ring-2 focus:ring-brand-200';
+const areaCls = `${inputCls} min-h-[88px] resize-y`;
+
+export default function BrandZone({ tenantLabel }: { tenantLabel: string }) {
+  const [section, setSection] = useState<BrandbookSectionId>('identidad');
+  const [book, setBook] = useState<Brandbook>(() => emptyBrandbook(tenantLabel));
+  const [slug, setSlug] = useState('');
+  const [loading, setLoading] = useState(true);
+  const [saving, setSaving] = useState(false);
+  const [seeding, setSeeding] = useState(false);
+  const [uploading, setUploading] = useState(false);
+  const [err, setErr] = useState<string | null>(null);
+  const [okMsg, setOkMsg] = useState<string | null>(null);
+  const [score, setScore] = useState(0);
+  const [missing, setMissing] = useState<string[]>([]);
+  const [paste, setPaste] = useState('');
+  const [exists, setExists] = useState(false);
+
+  const load = useCallback(async () => {
+    setLoading(true);
+    setErr(null);
+    try {
+      const r = await fetch('/api/brandbook');
+      const j = await r.json();
+      if (!r.ok) throw new Error(j.error || 'No se pudo cargar');
+      setBook(j.brandbook || emptyBrandbook(tenantLabel));
+      setSlug(j.slug || '');
+      setScore(j.completeness?.score ?? 0);
+      setMissing(j.completeness?.missing || []);
+      setExists(!!j.exists);
+    } catch (e) {
+      setErr(e instanceof Error ? e.message : 'Error');
+    } finally {
+      setLoading(false);
+    }
+  }, [tenantLabel]);
+
+  useEffect(() => {
+    void load();
+  }, [load]);
+
+  function patch(partial: Partial<Brandbook>) {
+    setBook((b) => ({ ...b, ...partial }));
+    setOkMsg(null);
+  }
+
+  async function save() {
+    setSaving(true);
+    setErr(null);
+    setOkMsg(null);
+    try {
+      const r = await fetch('/api/brandbook', {
+        method: 'PUT',
+        headers: { 'Content-Type': 'application/json' },
+        body: JSON.stringify({ brandbook: book }),
+      });
+      const j = await r.json();
+      if (!r.ok) throw new Error(j.error || 'No se pudo guardar');
+      setBook(j.brandbook);
+      setScore(j.completeness?.score ?? 0);
+      setMissing(j.completeness?.missing || []);
+      setExists(true);
+      setOkMsg('Brandbook guardado');
+    } catch (e) {
+      setErr(e instanceof Error ? e.message : 'Error al guardar');
+    } finally {
+      setSaving(false);
+    }
+  }
+
+  async function seed() {
+    setSeeding(true);
+    setErr(null);
+    try {
+      const r = await fetch('/api/brandbook', {
+        method: 'PUT',
+        headers: { 'Content-Type': 'application/json' },
+        body: JSON.stringify({ seed: true }),
+      });
+      const j = await r.json();
+      if (!r.ok) throw new Error(j.error || 'No se pudo sembrar');
+      setBook(j.brandbook);
+      setScore(j.completeness?.score ?? 0);
+      setMissing(j.completeness?.missing || []);
+      setExists(true);
+      setOkMsg('Base de marca creada — completa y guarda lo que falte');
+    } catch (e) {
+      setErr(e instanceof Error ? e.message : 'Error');
+    } finally {
+      setSeeding(false);
+    }
+  }
+
+  async function uploadFile(file: File | null) {
+    if (!file && !paste.trim()) return;
+    setUploading(true);
+    setErr(null);
+    try {
+      const fd = new FormData();
+      if (file) fd.append('file', file);
+      if (paste.trim()) {
+        fd.append('text', paste);
+        fd.append('filename', 'pegado.txt');
+      }
+      const r = await fetch('/api/brandbook/upload', {
+        method: 'POST',
+        body: fd,
+      });
+      const j = await r.json();
+      if (!r.ok) throw new Error(j.error || 'Upload falló');
+      setBook(j.brandbook);
+      setScore(j.completeness?.score ?? 0);
+      setMissing(j.completeness?.missing || []);
+      setExists(true);
+      setPaste('');
+      setOkMsg(`Fuente añadida: ${j.ingested}`);
+      setSection('fuentes');
+    } catch (e) {
+      setErr(e instanceof Error ? e.message : 'Error upload');
+    } finally {
+      setUploading(false);
+    }
+  }
+
+  if (loading) {
+    return (
+      <div className="flex items-center gap-2 text-sm text-gray-500 py-12">
+        <Loader2 className="w-4 h-4 animate-spin" />
+        Cargando zona de marca…
+      </div>
+    );
+  }
+
+  return (
+    <div className="space-y-6">
+      <PageHeader
+        eyebrow="Marca"
+        title="Zona de marca"
+        description={`${tenantLabel}${slug ? ` · ${slug}` : ''} · Brandbook para anuncios, calendarios RRSS, LinkedIn B2B y blog corporativo.`}
+        actions={
+          <div className="flex flex-wrap gap-2">
+            <button
+              type="button"
+              onClick={() => void seed()}
+              disabled={seeding}
+              className="inline-flex items-center gap-1.5 rounded-lg border border-gray-200 bg-white px-3 py-2 text-xs font-semibold text-gray-800 hover:bg-gray-50 disabled:opacity-50"
+            >
+              {seeding ? (
+                <Loader2 className="w-3.5 h-3.5 animate-spin" />
+              ) : (
+                <Sparkles className="w-3.5 h-3.5 text-amber-500" />
+              )}
+              {exists ? 'Resembrar base' : 'Crear base de marca'}
+            </button>
+            <button
+              type="button"
+              onClick={() => void save()}
+              disabled={saving}
+              className="inline-flex items-center gap-1.5 rounded-lg bg-brand-600 px-3 py-2 text-xs font-semibold text-white hover:bg-brand-700 disabled:opacity-50"
+            >
+              {saving ? (
+                <Loader2 className="w-3.5 h-3.5 animate-spin" />
+              ) : (
+                <Save className="w-3.5 h-3.5" />
+              )}
+              Guardar brandbook
+            </button>
+          </div>
+        }
+      />
+
+      <div className="grid gap-3 sm:grid-cols-3">
+        <Surface className="!p-3">
+          <p className="text-[10px] font-semibold uppercase tracking-wider text-gray-500">
+            Completitud
+          </p>
+          <p className="text-2xl font-semibold text-gray-900 mt-1">{score}%</p>
+          <div className="mt-2 h-1.5 rounded-full bg-gray-100 overflow-hidden">
+            <div
+              className="h-full bg-brand-500 transition-all"
+              style={{ width: `${score}%` }}
+            />
+          </div>
+        </Surface>
+        <Surface className="!p-3 sm:col-span-2">
+          <p className="text-[10px] font-semibold uppercase tracking-wider text-gray-500">
+            Usos conectados
+          </p>
+          <p className="text-sm text-gray-700 mt-1 leading-relaxed">
+            Calendario editorial · Pipeline creatividades / ads · Estrategia
+            LinkedIn B2B · Blog corporativo. Cuanto más completo el brandbook,
+            mejores los temas que genera la IA.
+          </p>
+          {missing.length ? (
+            <p className="text-xs text-amber-700 mt-2">
+              Falta: {missing.join(' · ')}
+            </p>
+          ) : (
+            <p className="text-xs text-emerald-700 mt-2 inline-flex items-center gap-1">
+              <CheckCircle2 className="w-3.5 h-3.5" /> Base mínima completa
+            </p>
+          )}
+        </Surface>
+      </div>
+
+      {err ? (
+        <p className="text-sm text-red-600 bg-red-50 border border-red-100 rounded-lg px-3 py-2">
+          {err}
+        </p>
+      ) : null}
+      {okMsg ? (
+        <p className="text-sm text-emerald-700 bg-emerald-50 border border-emerald-100 rounded-lg px-3 py-2">
+          {okMsg}
+        </p>
+      ) : null}
+
+      <div className="flex flex-col lg:flex-row gap-4">
+        <nav className="lg:w-52 shrink-0 flex lg:flex-col gap-1 overflow-x-auto pb-1">
+          {BRANDBOOK_SECTIONS.map((s) => (
+            <button
+              key={s.id}
+              type="button"
+              onClick={() => setSection(s.id)}
+              className={`text-left rounded-lg px-3 py-2 text-xs font-medium whitespace-nowrap transition-colors ${
+                section === s.id
+                  ? 'bg-brand-50 text-gray-900 border border-brand-200'
+                  : 'text-gray-600 border border-transparent hover:bg-gray-50'
+              }`}
+            >
+              {s.label}
+            </button>
+          ))}
+        </nav>
+
+        <Surface className="flex-1 min-w-0 space-y-4">
+          <SectionTitle
+            title={BRANDBOOK_SECTIONS.find((s) => s.id === section)?.label || ''}
+            description={
+              BRANDBOOK_SECTIONS.find((s) => s.id === section)?.hint
+            }
+          />
+
+          {section === 'identidad' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Nombre de marca">
+                <input
+                  className={inputCls}
+                  value={book.brand_name}
+                  onChange={(e) => patch({ brand_name: e.target.value })}
+                />
+              </Field>
+              <Field label="Tagline">
+                <input
+                  className={inputCls}
+                  value={book.tagline}
+                  onChange={(e) => patch({ tagline: e.target.value })}
+                />
+              </Field>
+              <Field label="Vertical / sector">
+                <input
+                  className={inputCls}
+                  value={book.vertical}
+                  onChange={(e) => patch({ vertical: e.target.value })}
+                />
+              </Field>
+              <Field label="Valores (uno por línea)">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.values)}
+                  onChange={(e) =>
+                    patch({ values: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Misión">
+                <textarea
+                  className={areaCls}
+                  value={book.mission}
+                  onChange={(e) => patch({ mission: e.target.value })}
+                />
+              </Field>
+              <Field label="Visión">
+                <textarea
+                  className={areaCls}
+                  value={book.vision}
+                  onChange={(e) => patch({ vision: e.target.value })}
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'voz' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Tono">
+                <textarea
+                  className={areaCls}
+                  value={book.tone}
+                  onChange={(e) => patch({ tone: e.target.value })}
+                />
+              </Field>
+              <Field label="Personalidad (líneas)">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.personality)}
+                  onChange={(e) =>
+                    patch({ personality: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Sí hacer">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.voice_do)}
+                  onChange={(e) =>
+                    patch({ voice_do: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="No hacer">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.voice_dont)}
+                  onChange={(e) =>
+                    patch({ voice_dont: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Léxico preferido">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.vocabulary_prefer)}
+                  onChange={(e) =>
+                    patch({ vocabulary_prefer: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Léxico a evitar">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.vocabulary_avoid)}
+                  onChange={(e) =>
+                    patch({ vocabulary_avoid: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'visual' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Colores primarios (#hex o nombre)">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.colors_primary)}
+                  onChange={(e) =>
+                    patch({ colors_primary: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Colores secundarios">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.colors_secondary)}
+                  onChange={(e) =>
+                    patch({ colors_secondary: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Tipografías">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.fonts)}
+                  onChange={(e) =>
+                    patch({ fonts: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Uso de logo">
+                <textarea
+                  className={areaCls}
+                  value={book.logo_usage}
+                  onChange={(e) => patch({ logo_usage: e.target.value })}
+                />
+              </Field>
+              <Field label="Notas visuales / arte">
+                <textarea
+                  className={`${areaCls} sm:col-span-2`}
+                  value={book.visual_notes}
+                  onChange={(e) => patch({ visual_notes: e.target.value })}
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'audiencia' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="ICP">
+                <textarea
+                  className={areaCls}
+                  value={book.icp}
+                  onChange={(e) => patch({ icp: e.target.value })}
+                />
+              </Field>
+              <Field label="Geo">
+                <input
+                  className={inputCls}
+                  value={book.geo}
+                  onChange={(e) => patch({ geo: e.target.value })}
+                />
+              </Field>
+              <Field label="Idiomas">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.languages)}
+                  onChange={(e) =>
+                    patch({ languages: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field
+                label="Personas (JSON o notas libres en Notas)"
+                hint="Formato: Nombre — descripción — pains (una por línea, sep. |)"
+              >
+                <textarea
+                  className={areaCls}
+                  value={book.personas
+                    .map((p) => `${p.name} | ${p.description} | ${p.pains}`)
+                    .join('\n')}
+                  onChange={(e) => {
+                    const personas = e.target.value
+                      .split('\n')
+                      .map((line) => line.trim())
+                      .filter(Boolean)
+                      .map((line) => {
+                        const [name, description, pains] = line
+                          .split('|')
+                          .map((s) => s.trim());
+                        return {
+                          name: name || 'Persona',
+                          description: description || '',
+                          pains: pains || '',
+                        };
+                      });
+                    patch({ personas });
+                  }}
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'oferta' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Productos / servicios">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.products_services)}
+                  onChange={(e) =>
+                    patch({ products_services: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Diferenciadores">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.differentiators)}
+                  onChange={(e) =>
+                    patch({ differentiators: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Prueba social / cifras">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.proof_points)}
+                  onChange={(e) =>
+                    patch({ proof_points: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Notas de pricing / packs">
+                <textarea
+                  className={areaCls}
+                  value={book.pricing_notes}
+                  onChange={(e) => patch({ pricing_notes: e.target.value })}
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'pilares' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Pilares RRSS">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.pillars_rrss)}
+                  onChange={(e) =>
+                    patch({ pillars_rrss: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Series recurrentes (ADN)">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.series_recurrentes)}
+                  onChange={(e) =>
+                    patch({ series_recurrentes: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Formatos prioritarios">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.formats_priority)}
+                  onChange={(e) =>
+                    patch({ formats_priority: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'canales' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              {(
+                [
+                  ['instagram', 'Instagram'],
+                  ['facebook', 'Facebook'],
+                  ['linkedin', 'LinkedIn'],
+                  ['tiktok', 'TikTok'],
+                  ['blog', 'Blog'],
+                  ['other', 'Otros'],
+                ] as const
+              ).map(([key, label]) => (
+                <Field key={key} label={label} hint="Rol del canal para esta marca">
+                  <textarea
+                    className={areaCls}
+                    value={book.channels[key]}
+                    onChange={(e) =>
+                      patch({
+                        channels: { ...book.channels, [key]: e.target.value },
+                      })
+                    }
+                  />
+                </Field>
+              ))}
+            </div>
+          )}
+
+          {section === 'ads' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="USPs">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.ads_usps)}
+                  onChange={(e) =>
+                    patch({ ads_usps: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Objeciones">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.ads_objections)}
+                  onChange={(e) =>
+                    patch({ ads_objections: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="CTAs">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.ads_ctas)}
+                  onChange={(e) =>
+                    patch({ ads_ctas: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Ofertas / promos">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.ads_offers)}
+                  onChange={(e) =>
+                    patch({ ads_offers: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Ángulos creativos">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.ads_angles)}
+                  onChange={(e) =>
+                    patch({ ads_angles: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'b2b' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Temas LinkedIn">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.linkedin_themes)}
+                  onChange={(e) =>
+                    patch({ linkedin_themes: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Formatos LinkedIn">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.linkedin_formats)}
+                  onChange={(e) =>
+                    patch({ linkedin_formats: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Thought leadership">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.thought_leadership)}
+                  onChange={(e) =>
+                    patch({ thought_leadership: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Buyer roles">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.buyer_roles)}
+                  onChange={(e) =>
+                    patch({ buyer_roles: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'blog' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Temas blog">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.blog_themes)}
+                  onChange={(e) =>
+                    patch({ blog_themes: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Keywords SEO">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.blog_seo_keywords)}
+                  onChange={(e) =>
+                    patch({ blog_seo_keywords: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Cadencia">
+                <input
+                  className={inputCls}
+                  value={book.blog_cadence}
+                  onChange={(e) => patch({ blog_cadence: e.target.value })}
+                  placeholder="ej. 2 posts/mes"
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'compliance' && (
+            <div className="grid gap-3 sm:grid-cols-2">
+              <Field label="Claims prohibidos">
+                <textarea
+                  className={areaCls}
+                  value={listToLines(book.claims_forbidden)}
+                  onChange={(e) =>
+                    patch({ claims_forbidden: linesToList(e.target.value) })
+                  }
+                />
+              </Field>
+              <Field label="Notas legales">
+                <textarea
+                  className={areaCls}
+                  value={book.legal_notes}
+                  onChange={(e) => patch({ legal_notes: e.target.value })}
+                />
+              </Field>
+              <Field label="Reglas de sector">
+                <textarea
+                  className={areaCls}
+                  value={book.sector_rules}
+                  onChange={(e) => patch({ sector_rules: e.target.value })}
+                />
+              </Field>
+            </div>
+          )}
+
+          {section === 'fuentes' && (
+            <div className="space-y-4">
+              <div className="rounded-xl border border-dashed border-gray-300 bg-gray-50 p-4 space-y-3">
+                <div className="flex items-center gap-2 text-sm font-semibold text-gray-800">
+                  <Upload className="w-4 h-4" />
+                  Subir o pegar brandbook
+                </div>
+                <p className="text-xs text-gray-500">
+                  .txt / .md / .csv / .json — o pega el texto de un PDF/DOCX. Se
+                  guarda como fuente y alimenta notas libres.
+                </p>
+                <textarea
+                  className={areaCls}
+                  placeholder="Pega aquí el brandbook o brief…"
+                  value={paste}
+                  onChange={(e) => setPaste(e.target.value)}
+                />
+                <div className="flex flex-wrap gap-2">
+                  <label className="inline-flex items-center gap-1.5 rounded-lg border border-gray-200 bg-white px-3 py-2 text-xs font-semibold cursor-pointer hover:bg-gray-50">
+                    <BookOpen className="w-3.5 h-3.5" />
+                    Elegir archivo
+                    <input
+                      type="file"
+                      accept=".txt,.md,.csv,.json,text/plain"
+                      className="hidden"
+                      onChange={(e) => {
+                        const f = e.target.files?.[0] || null;
+                        void uploadFile(f);
+                        e.target.value = '';
+                      }}
+                    />
+                  </label>
+                  <button
+                    type="button"
+                    disabled={uploading || !paste.trim()}
+                    onClick={() => void uploadFile(null)}
+                    className="inline-flex items-center gap-1.5 rounded-lg bg-gray-900 px-3 py-2 text-xs font-semibold text-white disabled:opacity-50"
+                  >
+                    {uploading ? (
+                      <Loader2 className="w-3.5 h-3.5 animate-spin" />
+                    ) : (
+                      <Upload className="w-3.5 h-3.5" />
+                    )}
+                    Añadir texto pegado
+                  </button>
+                </div>
+              </div>
+
+              <Field label="Notas libres">
+                <textarea
+                  className={`${areaCls} min-h-[140px]`}
+                  value={book.freeform_notes}
+                  onChange={(e) => patch({ freeform_notes: e.target.value })}
+                />
+              </Field>
+
+              {(book.source_excerpts || []).length > 0 ? (
+                <ul className="space-y-2">
+                  {book.source_excerpts.map((s) => (
+                    <li
+                      key={s.id}
+                      className="rounded-lg border border-gray-200 p-3 text-xs"
+                    >
+                      <p className="font-semibold text-gray-800">
+                        {s.filename}{' '}
+                        <span className="font-normal text-gray-400">
+                          {s.added_at?.slice(0, 10)}
+                        </span>
+                      </p>
+                      <p className="mt-1 text-gray-600 line-clamp-4 whitespace-pre-wrap">
+                        {s.excerpt.slice(0, 500)}
+                        {s.excerpt.length > 500 ? '…' : ''}
+                      </p>
+                    </li>
+                  ))}
+                </ul>
+              ) : (
+                <p className="text-xs text-gray-500">Aún no hay fuentes subidas.</p>
+              )}
+            </div>
+          )}
+        </Surface>
+      </div>
+    </div>
+  );
+}
diff --git a/src/components/CalendarCreator.tsx b/src/components/CalendarCreator.tsx
index b087b03..6eddbeb 100644
--- a/src/components/CalendarCreator.tsx
+++ b/src/components/CalendarCreator.tsx
@@ -397,7 +397,7 @@ export default function CalendarCreator({
                       ) : (
                         <Sparkles className="h-3.5 w-3.5" />
                       )}
-                      Generar preview editorial
+                      Generar estrategia del mes
                     </button>
                     <button
                       type="button"
@@ -422,10 +422,10 @@ export default function CalendarCreator({
                     </div>
                   ) : (
                     <p className="text-xs text-gray-500">
-                      Genera un preview según la marca, estacionalidad e histórico
-                      RRSS del cliente, o haz click en un día para añadir
-                      publicaciones a mano (mismos campos que Pipeline
-                      creatividades).
+                      Estrategia engagement 2026: tendencias del mes + Zona de
+                      marca / brandbook del cliente (crea ángulos nuevos, no
+                      copia el histórico). Completa el brandbook en Marca para
+                      mejores temas. O haz click en un día para añadir a mano.
                     </p>
                   )}
 
diff --git a/src/components/DashboardShell.tsx b/src/components/DashboardShell.tsx
index 486abcf..ea6cc08 100644
--- a/src/components/DashboardShell.tsx
+++ b/src/components/DashboardShell.tsx
@@ -21,6 +21,7 @@ import {
   Menu,
   X,
   Leaf,
+  BookMarked,
 } from 'lucide-react';
 import TenantSwitcher from '@/components/TenantSwitcher';
 import type { DashboardModuleId } from '@/lib/tenant-modules';
@@ -65,6 +66,13 @@ const NAV_ITEMS: NavItem[] = [
     iconClass: 'text-emerald-500',
     moduleId: 'estrategia',
   },
+  {
+    href: '/dashboard/marca',
+    label: 'Zona de marca',
+    icon: BookMarked,
+    iconClass: 'text-rose-500',
+    moduleId: 'marca',
+  },
   {
     href: '/dashboard/ad-tracker',
     label: 'Ads',
diff --git a/src/lib/brandbook.ts b/src/lib/brandbook.ts
new file mode 100644
index 0000000..f469cb0
--- /dev/null
+++ b/src/lib/brandbook.ts
@@ -0,0 +1,571 @@
+/**
+ * Brandbook per tenant — source of truth for ads, RRSS calendars,
+ * LinkedIn B2B and corporate blog strategy.
+ * Stored in documents as type=brandbook (one active doc per tenant).
+ */
+
+import { brandBrief } from '@/lib/calendar-generate-brand';
+
+export const BRANDBOOK_DOC_TYPE = 'brandbook';
+export const BRANDBOOK_DOC_TITLE = 'Brandbook';
+
+export type BrandbookSectionId =
+  | 'identidad'
+  | 'voz'
+  | 'visual'
+  | 'audiencia'
+  | 'oferta'
+  | 'pilares'
+  | 'canales'
+  | 'ads'
+  | 'b2b'
+  | 'blog'
+  | 'compliance'
+  | 'fuentes';
+
+export type Brandbook = {
+  version: 1;
+  updated_at?: string;
+  /** Identity */
+  brand_name: string;
+  tagline: string;
+  mission: string;
+  vision: string;
+  values: string[];
+  vertical: string;
+  /** Voice */
+  tone: string;
+  personality: string[];
+  voice_do: string[];
+  voice_dont: string[];
+  vocabulary_prefer: string[];
+  vocabulary_avoid: string[];
+  /** Visual */
+  colors_primary: string[];
+  colors_secondary: string[];
+  fonts: string[];
+  visual_notes: string;
+  logo_usage: string;
+  /** Audience */
+  icp: string;
+  personas: Array<{ name: string; description: string; pains: string }>;
+  geo: string;
+  languages: string[];
+  /** Offer */
+  products_services: string[];
+  differentiators: string[];
+  proof_points: string[];
+  pricing_notes: string;
+  /** Content pillars */
+  pillars_rrss: string[];
+  series_recurrentes: string[];
+  formats_priority: string[];
+  /** Channels */
+  channels: {
+    instagram: string;
+    facebook: string;
+    linkedin: string;
+    tiktok: string;
+    blog: string;
+    other: string;
+  };
+  /** Ads */
+  ads_usps: string[];
+  ads_objections: string[];
+  ads_ctas: string[];
+  ads_offers: string[];
+  ads_angles: string[];
+  /** B2B / LinkedIn */
+  linkedin_themes: string[];
+  linkedin_formats: string[];
+  thought_leadership: string[];
+  buyer_roles: string[];
+  /** Blog corporativo */
+  blog_themes: string[];
+  blog_seo_keywords: string[];
+  blog_cadence: string;
+  /** Compliance */
+  claims_forbidden: string[];
+  legal_notes: string;
+  sector_rules: string;
+  /** Uploaded / pasted source material */
+  source_excerpts: Array<{
+    id: string;
+    filename: string;
+    excerpt: string;
+    added_at: string;
+  }>;
+  freeform_notes: string;
+};
+
+export const BRANDBOOK_SECTIONS: {
+  id: BrandbookSectionId;
+  label: string;
+  hint: string;
+}[] = [
+  {
+    id: 'identidad',
+    label: 'Identidad',
+    hint: 'Nombre, misión, visión, valores, vertical',
+  },
+  {
+    id: 'voz',
+    label: 'Voz y tono',
+    hint: 'Cómo habla la marca; do/don’t y léxico',
+  },
+  {
+    id: 'visual',
+    label: 'Visual',
+    hint: 'Colores, tipografías, logo y notas de arte',
+  },
+  {
+    id: 'audiencia',
+    label: 'Audiencia',
+    hint: 'ICP, personas, geo e idiomas',
+  },
+  {
+    id: 'oferta',
+    label: 'Oferta',
+    hint: 'Productos/servicios, diferenciadores, prueba',
+  },
+  {
+    id: 'pilares',
+    label: 'Pilares de contenido',
+    hint: 'Series RRSS y formatos prioritarios',
+  },
+  {
+    id: 'canales',
+    label: 'Canales',
+    hint: 'Rol de cada red y blog',
+  },
+  {
+    id: 'ads',
+    label: 'Anuncios',
+    hint: 'USPs, objeciones, CTAs, ofertas y ángulos',
+  },
+  {
+    id: 'b2b',
+    label: 'LinkedIn B2B',
+    hint: 'Temas, formatos y thought leadership',
+  },
+  {
+    id: 'blog',
+    label: 'Blog corporativo',
+    hint: 'Temas, SEO y cadencia',
+  },
+  {
+    id: 'compliance',
+    label: 'Compliance',
+    hint: 'Claims prohibidos y notas legales',
+  },
+  {
+    id: 'fuentes',
+    label: 'Fuentes',
+    hint: 'Textos subidos / pegados del brandbook',
+  },
+];
+
+export function emptyBrandbook(label = ''): Brandbook {
+  return {
+    version: 1,
+    brand_name: label,
+    tagline: '',
+    mission: '',
+    vision: '',
+    values: [],
+    vertical: '',
+    tone: '',
+    personality: [],
+    voice_do: [],
+    voice_dont: [],
+    vocabulary_prefer: [],
+    vocabulary_avoid: [],
+    colors_primary: [],
+    colors_secondary: [],
+    fonts: [],
+    visual_notes: '',
+    logo_usage: '',
+    icp: '',
+    personas: [],
+    geo: 'España',
+    languages: ['es'],
+    products_services: [],
+    differentiators: [],
+    proof_points: [],
+    pricing_notes: '',
+    pillars_rrss: [],
+    series_recurrentes: [],
+    formats_priority: ['Reel', 'Carrusel', 'Stories', 'Post'],
+    channels: {
+      instagram: '',
+      facebook: '',
+      linkedin: '',
+      tiktok: '',
+      blog: '',
+      other: '',
+    },
+    ads_usps: [],
+    ads_objections: [],
+    ads_ctas: [],
+    ads_offers: [],
+    ads_angles: [],
+    linkedin_themes: [],
+    linkedin_formats: ['Carrusel', 'Documento', 'Post texto', 'Video corto'],
+    thought_leadership: [],
+    buyer_roles: [],
+    blog_themes: [],
+    blog_seo_keywords: [],
+    blog_cadence: '',
+    claims_forbidden: [],
+    legal_notes: '',
+    sector_rules: '',
+    source_excerpts: [],
+    freeform_notes: '',
+  };
+}
+
+/** Seed a usable brandbook from hard-coded brand DNA + sensible defaults. */
+export function seedBrandbook(slug: string, label: string): Brandbook {
+  const brief = brandBrief(slug, label);
+  const base = emptyBrandbook(label);
+  const seeds: Record<string, Partial<Brandbook>> = {
+    bps: {
+      vertical: 'Escuela de idiomas',
+      tagline: 'Inglés real, cultura pop y certificaciones',
+      mission:
+        'Ayudar a alumnos a hablar inglés con confianza para trabajo, viajes y exámenes.',
+      tone: brief.tone,
+      personality: ['cercano', 'divertido', 'riguroso', 'pop'],
+      voice_do: [
+        'Explicar con ejemplos reales',
+        'Usar series FALSE FRIEND / SLANG / MTW',
+        'Micro-lecciones accionables',
+      ],
+      voice_dont: [
+        'Listas genéricas de Black Friday',
+        'Tono académico seco',
+        'Copiar títulos mes a mes',
+      ],
+      pillars_rrss: brief.pillars,
+      series_recurrentes: [
+        'FALSE FRIEND',
+        'SLANG',
+        'Same word different level',
+        'MTW',
+        'Canción del día',
+        'English Through TV',
+        'Fix it',
+      ],
+      products_services: [
+        'Cursos generales',
+        'Intensivos',
+        'Trinity / IELTS / Cambridge',
+        'Inglés oposiciones',
+        'Madrid / Málaga',
+      ],
+      ads_usps: [
+        'Metodología práctica',
+        'Profes nativos / preparados',
+        'Certificaciones oficiales',
+      ],
+      ads_ctas: ['Test de nivel', 'Reservar plaza', 'WhatsApp'],
+      ads_objections: [
+        'No tengo tiempo',
+        'Ya probé y no aprendí',
+        'Es caro',
+      ],
+      linkedin_themes: [
+        'Inglés profesional',
+        'Employability',
+        'Casos de alumnos',
+      ],
+      blog_themes: [
+        'Guías de certificación',
+        'Errores comunes',
+        'Cómo elegir curso',
+      ],
+      channels: {
+        instagram: 'Alcance + comunidad (Reels + Stories)',
+        facebook: 'Comunidad local / padres',
+        linkedin: 'B2B ligero / empleabilidad',
+        tiktok: 'Opcional micro-lecciones',
+        blog: 'SEO certificaciones y objeciones',
+        other: '',
+      },
+    },
+    'talento-y-deporte': {
+      vertical: brief.vertical,
+      tone: brief.tone,
+      pillars_rrss: brief.pillars,
+      series_recurrentes: [
+        'Nuevo alumno',
+        'Beca académica',
+        'Beca deportiva',
+        'Campus USA',
+        'Objeciones',
+        'English tips',
+      ],
+      products_services: [
+        'Becas deportivas USA',
+        'Acompañamiento académico',
+        'Campus visits',
+      ],
+      ads_usps: ['Becas reales', 'Acompañamiento end-to-end', 'Historias de alumnos'],
+      ads_ctas: ['Agenda llamada', 'Evalúa tu perfil'],
+      linkedin_themes: ['Educación internacional', 'Deporte + estudios'],
+      blog_themes: ['Guía becas USA', 'Requisitos TOEFL/SAT', 'Vida en campus'],
+    },
+    'halal-safety': {
+      vertical: brief.vertical,
+      tone: brief.tone,
+      pillars_rrss: brief.pillars,
+      products_services: [
+        'Certificación Halal',
+        'Consultoría exportación',
+        'Formación',
+      ],
+      ads_usps: ['Autoridad técnica', 'Mercados export', 'Proceso claro'],
+      ads_ctas: ['Solicitar info', 'Auditoría'],
+      linkedin_themes: [
+        'Exportación Halal',
+        'Normativa',
+        'Casos sector alimentación/cosmética',
+      ],
+      thought_leadership: [
+        'Tendencias mercados musulmanes',
+        'Compliance vs marketing Halal',
+      ],
+      blog_themes: ['Guías de certificación', 'Mercados clave', 'FAQ técnica'],
+      buyer_roles: ['Quality', 'Export manager', 'CEO pyme alimentaria'],
+    },
+    'brava-dermoestetica': {
+      vertical: brief.vertical,
+      tone: brief.tone,
+      pillars_rrss: brief.pillars,
+      products_services: ['Peelings', 'Tratamientos facial', 'Rutinas'],
+      ads_usps: ['Resultados naturales', 'Equipo médico', 'Protocolos personalizados'],
+      ads_ctas: ['Pedir cita', 'Consulta valoración'],
+      claims_forbidden: [
+        'Promesas milagro sin matiz',
+        'Antes/después sin consentimiento',
+      ],
+      sector_rules: 'Publicidad sanitaria: claims prudentes, sin garantías absolutas.',
+    },
+    noberplast: {
+      vertical: brief.vertical,
+      tone: brief.tone,
+      pillars_rrss: brief.pillars,
+      formats_priority: ['Carrusel', 'Post LinkedIn', 'Documento', 'Reel'],
+      linkedin_themes: [
+        'Plásticos técnicos',
+        'Casos industriales',
+        'Innovación materiales',
+      ],
+      thought_leadership: [
+        'Sostenibilidad industrial',
+        'Especificaciones técnicas',
+      ],
+      buyer_roles: ['Ingeniería', 'Compras', 'Producción'],
+      blog_themes: ['Fichas técnicas', 'Aplicaciones sectoriales', 'FAQ producto'],
+      channels: {
+        instagram: 'Marca / producto visual',
+        facebook: 'Bajo',
+        linkedin: 'Canal principal B2B',
+        tiktok: 'No prioritario',
+        blog: 'SEO técnico + captación inbound',
+        other: '',
+      },
+    },
+    '4ventures-hub': {
+      vertical: brief.vertical,
+      tone: brief.tone,
+      pillars_rrss: brief.pillars,
+      linkedin_themes: ['Ops de agencia', 'Growth', 'Casos clientes'],
+      thought_leadership: ['Centro de mando', 'Atribución', 'Contenido que vende'],
+    },
+  };
+
+  const resolvedSlug = slug === 'blue-parrot-school' ? 'bps' : slug;
+
+  const extra = seeds[resolvedSlug] || {
+    vertical: brief.vertical,
+    tone: brief.tone,
+    pillars_rrss: brief.pillars,
+    products_services: [],
+    freeform_notes: brief.notes,
+  };
+
+  return {
+    ...base,
+    ...extra,
+    brand_name: label,
+    vertical: extra.vertical || brief.vertical,
+    tone: extra.tone || brief.tone,
+    pillars_rrss: extra.pillars_rrss?.length ? extra.pillars_rrss : brief.pillars,
+    freeform_notes: extra.freeform_notes || brief.notes,
+    updated_at: new Date().toISOString(),
+  };
+}
+
+export function parseBrandbook(raw: unknown): Brandbook | null {
+  if (!raw || typeof raw !== 'object') return null;
+  const o = raw as Partial<Brandbook>;
+  if (o.version !== 1 && !o.brand_name && !o.vertical) {
+    // Allow loose objects that look like brandbooks
+    if (!('tone' in o) && !('pillars_rrss' in o) && !('mission' in o)) {
+      return null;
+    }
+  }
+  const empty = emptyBrandbook(String(o.brand_name || ''));
+  return {
+    ...empty,
+    ...o,
+    version: 1,
+    values: arr(o.values),
+    personality: arr(o.personality),
+    voice_do: arr(o.voice_do),
+    voice_dont: arr(o.voice_dont),
+    vocabulary_prefer: arr(o.vocabulary_prefer),
+    vocabulary_avoid: arr(o.vocabulary_avoid),
+    colors_primary: arr(o.colors_primary),
+    colors_secondary: arr(o.colors_secondary),
+    fonts: arr(o.fonts),
+    personas: Array.isArray(o.personas) ? o.personas : [],
+    languages: arr(o.languages).length ? arr(o.languages) : ['es'],
+    products_services: arr(o.products_services),
+    differentiators: arr(o.differentiators),
+    proof_points: arr(o.proof_points),
+    pillars_rrss: arr(o.pillars_rrss),
+    series_recurrentes: arr(o.series_recurrentes),
+    formats_priority: arr(o.formats_priority),
+    channels: { ...empty.channels, ...(o.channels || {}) },
+    ads_usps: arr(o.ads_usps),
+    ads_objections: arr(o.ads_objections),
+    ads_ctas: arr(o.ads_ctas),
+    ads_offers: arr(o.ads_offers),
+    ads_angles: arr(o.ads_angles),
+    linkedin_themes: arr(o.linkedin_themes),
+    linkedin_formats: arr(o.linkedin_formats),
+    thought_leadership: arr(o.thought_leadership),
+    buyer_roles: arr(o.buyer_roles),
+    blog_themes: arr(o.blog_themes),
+    blog_seo_keywords: arr(o.blog_seo_keywords),
+    claims_forbidden: arr(o.claims_forbidden),
+    source_excerpts: Array.isArray(o.source_excerpts) ? o.source_excerpts : [],
+  };
+}
+
+function arr(v: unknown): string[] {
+  if (!Array.isArray(v)) return [];
+  return v.map((x) => String(x || '').trim()).filter(Boolean);
+}
+
+/** Lines / commas → string[] for form fields. */
+export function linesToList(text: string): string[] {
+  return text
+    .split(/\n|,/)
+    .map((s) => s.trim())
+    .filter(Boolean);
+}
+
+export function listToLines(list: string[]): string {
+  return (list || []).join('\n');
+}
+
+/** Heuristic: fold uploaded plain text into freeform + optional lists. */
+export function ingestSourceText(
+  book: Brandbook,
+  filename: string,
+  text: string
+): Brandbook {
+  const excerpt = text.slice(0, 12000).trim();
+  if (!excerpt) return book;
+  const id = `src_${Date.now().toString(36)}`;
+  const next: Brandbook = {
+    ...book,
+    source_excerpts: [
+      {
+        id,
+        filename: filename || 'pegado.txt',
+        excerpt,
+        added_at: new Date().toISOString(),
+      },
+      ...(book.source_excerpts || []),
+    ].slice(0, 20),
+    freeform_notes: [book.freeform_notes, `--- ${filename} ---\n${excerpt.slice(0, 4000)}`]
+      .filter(Boolean)
+      .join('\n\n')
+      .slice(0, 50000),
+    updated_at: new Date().toISOString(),
+  };
+
+  // Light keyword pulls into empty fields
+  const lower = excerpt.toLowerCase();
+  if (!next.mission && /misi[oó]n/.test(lower)) {
+    const m = excerpt.match(/misi[oó]n[:\s]+(.{20,200})/i);
+    if (m) next.mission = m[1].trim();
+  }
+  if (!next.tone && /tono[:\s]+(.{10,120})/i.test(excerpt)) {
+    const m = excerpt.match(/tono[:\s]+(.{10,120})/i);
+    if (m) next.tone = m[1].trim();
+  }
+  return next;
+}
+
+/** Compact prompt block for strategists / Anthropic. */
+export function brandbookToPrompt(book: Brandbook): string {
+  const lines = [
+    `Marca: ${book.brand_name}`,
+    book.tagline && `Tagline: ${book.tagline}`,
+    book.vertical && `Vertical: ${book.vertical}`,
+    book.mission && `Misión: ${book.mission}`,
+    book.tone && `Tono: ${book.tone}`,
+    book.personality.length && `Personalidad: ${book.personality.join(', ')}`,
+    book.voice_do.length && `Hacer: ${book.voice_do.join('; ')}`,
+    book.voice_dont.length && `Evitar: ${book.voice_dont.join('; ')}`,
+    book.series_recurrentes.length &&
+      `Series RRSS: ${book.series_recurrentes.join(', ')}`,
+    book.pillars_rrss.length && `Pilares: ${book.pillars_rrss.join(', ')}`,
+    book.products_services.length &&
+      `Oferta: ${book.products_services.join(', ')}`,
+    book.differentiators.length &&
+      `Diferenciadores: ${book.differentiators.join(', ')}`,
+    book.icp && `ICP: ${book.icp}`,
+    book.ads_usps.length && `USPs ads: ${book.ads_usps.join('; ')}`,
+    book.ads_ctas.length && `CTAs: ${book.ads_ctas.join('; ')}`,
+    book.ads_objections.length &&
+      `Objeciones: ${book.ads_objections.join('; ')}`,
+    book.linkedin_themes.length &&
+      `LinkedIn: ${book.linkedin_themes.join(', ')}`,
+    book.thought_leadership.length &&
+      `Thought leadership: ${book.thought_leadership.join(', ')}`,
+    book.blog_themes.length && `Blog: ${book.blog_themes.join(', ')}`,
+    book.blog_seo_keywords.length &&
+      `SEO: ${book.blog_seo_keywords.join(', ')}`,
+    book.claims_forbidden.length &&
+      `Prohibido: ${book.claims_forbidden.join('; ')}`,
+    book.legal_notes && `Legal: ${book.legal_notes}`,
+    book.freeform_notes && `Notas: ${book.freeform_notes.slice(0, 1500)}`,
+  ].filter(Boolean);
+  return lines.join('\n');
+}
+
+export function brandbookCompleteness(book: Brandbook): {
+  score: number;
+  missing: string[];
+} {
+  const checks: [string, boolean][] = [
+    ['Identidad (misión/vertical)', !!(book.mission || book.vertical)],
+    ['Voz/tono', !!book.tone],
+    ['Audiencia/ICP', !!(book.icp || book.personas.length)],
+    ['Oferta', book.products_services.length > 0],
+    ['Pilares/series RRSS', !!(book.pillars_rrss.length || book.series_recurrentes.length)],
+    ['Ads (USP o CTA)', !!(book.ads_usps.length || book.ads_ctas.length)],
+    ['LinkedIn B2B o blog', !!(book.linkedin_themes.length || book.blog_themes.length)],
+  ];
+  const missing = checks.filter(([, ok]) => !ok).map(([l]) => l);
+  const score = Math.round(
+    ((checks.length - missing.length) / checks.length) * 100
+  );
+  return { score, missing };
+}
diff --git a/src/lib/calendar-generate-brand.ts b/src/lib/calendar-generate-brand.ts
new file mode 100644
index 0000000..ba8a38f
--- /dev/null
+++ b/src/lib/calendar-generate-brand.ts
@@ -0,0 +1,125 @@
+/** Shared brand DNA + title helpers for calendar strategy / generate. */
+
+export type TenantBrandBrief = {
+  slug: string;
+  label: string;
+  vertical: string;
+  tone: string;
+  pillars: string[];
+  formats: { post: number; reel: number; stories: number; carrusel: number };
+  notes: string;
+};
+
+const BRANDS: Record<string, Omit<TenantBrandBrief, 'slug' | 'label'>> = {
+  'talento-y-deporte': {
+    vertical: 'Educación deportiva / becas USA',
+    tone: 'Inspirador, cercano, ambicioso; historias de alumnos',
+    pillars: [
+      'nuevo-alumno',
+      'beca-academica',
+      'beca-deportiva',
+      'campus',
+      'objeciones',
+      'tips-ingles',
+    ],
+    formats: { post: 0.35, reel: 0.25, stories: 0.3, carrusel: 0.1 },
+    notes: 'Series Nuevo alumno, objeciones, campus USA, English tips.',
+  },
+  'halal-safety': {
+    vertical: 'Certificación Halal / exportación',
+    tone: 'Profesional, claro, autoridad técnica',
+    pillars: ['certificacion', 'exportacion', 'educativo', 'cifras', 'casos'],
+    formats: { post: 0.4, reel: 0.2, stories: 0.25, carrusel: 0.15 },
+    notes: 'Cifras, certificación, mercados, cosmética/alimentación Halal.',
+  },
+  'brava-dermoestetica': {
+    vertical: 'Clínica dermoestética',
+    tone: 'Cercano, experto, estacional (piel / tratamientos)',
+    pillars: ['tratamiento', 'educativo', 'antes-despues', 'promos', 'equipo'],
+    formats: { post: 0.3, reel: 0.25, stories: 0.3, carrusel: 0.15 },
+    notes: 'Peelings, rutinas, encuestas stories, trends, citas.',
+  },
+  bps: {
+    vertical: 'Escuela de idiomas',
+    tone: 'Educativo, pop culture, series (FALSE FRIEND, SLANG, MTW…)',
+    pillars: [
+      'educativo',
+      'slang',
+      'false-friend',
+      'certificaciones',
+      'cursos',
+      'cultura-pop',
+    ],
+    // Target mix for growth 2026 (not legacy 2% reels)
+    formats: { post: 0.2, reel: 0.28, stories: 0.36, carrusel: 0.16 },
+    notes:
+      'ADN BPS: FALSE FRIEND, SLANG, Same word, canción, TV shows, matriculación Madrid/Málaga, Trinity/IELTS — crear ángulos nuevos, no repetir títulos.',
+  },
+  'blue-parrot-school': {
+    vertical: 'Escuela de idiomas',
+    tone: 'Educativo, pop culture, series recurrentes',
+    pillars: [
+      'educativo',
+      'slang',
+      'false-friend',
+      'certificaciones',
+      'cursos',
+      'cultura-pop',
+    ],
+    formats: { post: 0.2, reel: 0.28, stories: 0.36, carrusel: 0.16 },
+    notes: 'Misma línea que BPS.',
+  },
+  noberplast: {
+    vertical: 'Plásticos industriales B2B',
+    tone: 'Técnico, B2B, LinkedIn-first',
+    pillars: ['producto', 'casos', 'industria', 'linkedin'],
+    formats: { post: 0.45, reel: 0.15, stories: 0.1, carrusel: 0.3 },
+    notes: 'Más LinkedIn y carruseles técnicos.',
+  },
+  '4ventures-hub': {
+    vertical: 'Agencia marketing',
+    tone: 'Directo, ops, thought leadership',
+    pillars: ['ops', 'casos', 'tips', 'equipo'],
+    formats: { post: 0.35, reel: 0.25, stories: 0.2, carrusel: 0.2 },
+    notes: 'Contenido de agencia.',
+  },
+};
+
+export function brandBrief(slug: string, label: string): TenantBrandBrief {
+  const base = BRANDS[slug] || {
+    vertical: 'Marca / servicios',
+    tone: 'Profesional y claro',
+    pillars: ['educativo', 'producto', 'comunidad', 'promo'],
+    formats: { post: 0.3, reel: 0.25, stories: 0.3, carrusel: 0.15 },
+    notes: 'Ajustar al ADN del cliente.',
+  };
+  return { slug, label, ...base };
+}
+
+export function cleanEditorialTitle(raw: string): string {
+  return String(raw || '')
+    .replace(/\s*\([^)]*\b\d+\s*(?:[.,]\d+)?\s*h(?:oras?)?[^)]*\)/gi, '')
+    .replace(/\s*\([^)]*\b\d+\s*min[^)]*\)/gi, '')
+    .replace(/\s*\(\s*0?\s*[hH]\s*\)/g, '')
+    .replace(/\s+/g, ' ')
+    .trim();
+}
+
+export function isJunkPreviewTitle(title: string): boolean {
+  const t = title.toLowerCase();
+  if (/^post\s+\d+\s*·/.test(t)) return true;
+  if (/^reel\s*·\s*(feed|stories|nuevo)/.test(t)) return true;
+  if (/^stories\s*·\s*(black friday|puente|cierre|feed|stories)/.test(t)) {
+    return true;
+  }
+  if (
+    /black friday|cierre de año comercial|puente$|· puente|· black friday/.test(
+      t
+    ) &&
+    /^(post|reel|stories)\b/.test(t)
+  ) {
+    return true;
+  }
+  if (/carrusel stories|carrusel feed/.test(t)) return true;
+  return false;
+}
diff --git a/src/lib/calendar-generate.ts b/src/lib/calendar-generate.ts
index 17cb6c8..85e2fe6 100644
--- a/src/lib/calendar-generate.ts
+++ b/src/lib/calendar-generate.ts
@@ -1,176 +1,53 @@
 /**
- * Generate a month editorial preview from tenant history + light seasonality.
- * Priority: same-month prior year → recent months → brand defaults.
- * Uses Anthropic when ANTHROPIC_API_KEY is set; otherwise history remix.
+ * Month editorial preview — social strategist (trends + client DNA).
+ * Creates new angles; does not copy historical calendars day-for-day.
+ * Uses Anthropic when ANTHROPIC_API_KEY is set; else strategy heuristic.
  */
 import type { RrssMonthPlan, RrssPiece } from '@/components/RrssMonthView';
 import { emptyMonthPlan, newPieceId } from '@/lib/calendar-documents';
 import { monthLabel } from '@/lib/calendar-import';
+import {
+  brandBrief,
+  cleanEditorialTitle,
+  isJunkPreviewTitle,
+} from '@/lib/calendar-generate-brand';
+import {
+  extractClientDna,
+  monthTrendBeats,
+  strategistSystemPrompt,
+  strategyMonthPreview,
+} from '@/lib/calendar-strategy';
+import type { Brandbook } from '@/lib/brandbook';
 
-export type TenantBrandBrief = {
+export {
+  brandBrief,
+  cleanEditorialTitle,
+  isJunkPreviewTitle,
+  type TenantBrandBrief,
+} from '@/lib/calendar-generate-brand';
+
+export type GeneratePreviewInput = {
+  ym: string;
   slug: string;
   label: string;
-  vertical: string;
-  tone: string;
-  pillars: string[];
-  formats: { post: number; reel: number; stories: number; carrusel: number };
-  notes: string;
+  history: RrssMonthPlan[];
+  brandbook?: Brandbook | null;
 };
 
-const BRANDS: Record<string, Omit<TenantBrandBrief, 'slug' | 'label'>> = {
-  'talento-y-deporte': {
-    vertical: 'Educación deportiva / becas USA',
-    tone: 'Inspirador, cercano, ambicioso; historias de alumnos',
-    pillars: [
-      'nuevo-alumno',
-      'beca-academica',
-      'beca-deportiva',
-      'campus',
-      'objeciones',
-      'tips-ingles',
-    ],
-    formats: { post: 0.45, reel: 0.15, stories: 0.3, carrusel: 0.1 },
-    notes: 'Series Nuevo alumno, objeciones, campus USA, English tips.',
-  },
-  'halal-safety': {
-    vertical: 'Certificación Halal / exportación',
-    tone: 'Profesional, claro, autoridad técnica',
-    pillars: ['certificacion', 'exportacion', 'educativo', 'cifras', 'casos'],
-    formats: { post: 0.5, reel: 0.1, stories: 0.25, carrusel: 0.15 },
-    notes: 'Cifras, certificación, mercados, cosmética/alimentación Halal.',
-  },
-  'brava-dermoestetica': {
-    vertical: 'Clínica dermoestética',
-    tone: 'Cercano, experto, estacional (piel / tratamientos)',
-    pillars: ['tratamiento', 'educativo', 'antes-despues', 'promos', 'equipo'],
-    formats: { post: 0.35, reel: 0.2, stories: 0.3, carrusel: 0.15 },
-    notes: 'Peelings, rutinas, encuestas stories, trends, citas.',
-  },
-  bps: {
-    vertical: 'Escuela de idiomas',
-    tone: 'Educativo, pop culture, series recurrentes (FALSE FRIEND, SLANG, MTW…)',
-    pillars: [
-      'educativo',
-      'slang',
-      'false-friend',
-      'certificaciones',
-      'cursos',
-      'cultura-pop',
-    ],
-    formats: { post: 0.42, reel: 0.02, stories: 0.54, carrusel: 0.02 },
-    notes:
-      'Línea BPS: FALSE FRIEND, SLANG, Same word different level, canción del día, TV shows, matriculación Madrid/Málaga, Trinity/IELTS, oposiciones.',
-  },
-  'blue-parrot-school': {
-    vertical: 'Escuela de idiomas',
-    tone: 'Educativo, pop culture, series recurrentes',
-    pillars: [
-      'educativo',
-      'slang',
-      'false-friend',
-      'certificaciones',
-      'cursos',
-      'cultura-pop',
-    ],
-    formats: { post: 0.42, reel: 0.02, stories: 0.54, carrusel: 0.02 },
-    notes: 'Misma línea que BPS.',
-  },
-  noberplast: {
-    vertical: 'Plásticos industriales B2B',
-    tone: 'Técnico, B2B, LinkedIn-first',
-    pillars: ['producto', 'casos', 'industria', 'linkedin'],
-    formats: { post: 0.5, reel: 0.1, stories: 0.1, carrusel: 0.3 },
-    notes: 'Más LinkedIn y carruseles técnicos.',
-  },
-  '4ventures-hub': {
-    vertical: 'Agencia marketing',
-    tone: 'Directo, ops, thought leadership',
-    pillars: ['ops', 'casos', 'tips', 'equipo'],
-    formats: { post: 0.4, reel: 0.2, stories: 0.2, carrusel: 0.2 },
-    notes: 'Contenido de agencia.',
-  },
+export type GeneratePreviewResult = {
+  plan: RrssMonthPlan;
+  rationale: string;
+  source: 'anthropic' | 'strategy' | 'heuristic';
 };
 
-export function brandBrief(slug: string, label: string): TenantBrandBrief {
-  const base = BRANDS[slug] || {
-    vertical: 'Marca / servicios',
-    tone: 'Profesional y claro',
-    pillars: ['educativo', 'producto', 'comunidad', 'promo'],
-    formats: { post: 0.45, reel: 0.1, stories: 0.35, carrusel: 0.1 },
-    notes: 'Ajustar al histórico del cliente.',
-  };
-  return { slug, label, ...base };
-}
-
-/** Light season cues — never the main title unless history also used them. */
-function seasonHints(ym: string): string[] {
-  const m = Number(ym.slice(5, 7));
-  const map: Record<number, string[]> = {
-    1: ['año nuevo', 'propósitos'],
-    2: ['San Valentín'],
-    5: ['Día de la Madre', 'pre-verano'],
-    6: ['verano', 'intensivos'],
-    7: ['verano', 'summer camp'],
-    8: ['verano', 'matriculación'],
-    9: ['vuelta al cole', 'matriculación'],
-    10: ['Halloween', 'otoño'],
-    11: ['Black Friday', 'invierno'],
-    12: ['Navidad'],
-  };
-  return map[m] || [];
-}
-
-function weekdaysInMonth(ym: string): string[] {
-  const [y, m] = ym.split('-').map(Number);
-  const days: string[] = [];
-  const dim = new Date(Date.UTC(y, m, 0)).getUTCDate();
-  for (let d = 1; d <= dim; d++) {
-    const dt = new Date(Date.UTC(y, m - 1, d));
-    const wd = dt.getUTCDay();
-    if (wd >= 1 && wd <= 5) {
-      days.push(`${ym}-${String(d).padStart(2, '0')}`);
-    }
-  }
-  return days;
-}
-
 function colorFor(format: string, kind: string, platform: string): string {
   if (kind === 'story' || /stor/i.test(format)) return '#374151';
   if (/linkedin/i.test(platform)) return '#7C66B8';
   if (/reel/i.test(format)) return '#7C66B8';
+  if (/carrusel/i.test(format)) return '#0F9D8F';
   return '#2071cf';
 }
 
-/** Strip production hour notes: (2h), (30min), OH, etc. */
-export function cleanEditorialTitle(raw: string): string {
-  return String(raw || '')
-    .replace(/\s*\([^)]*\b\d+\s*(?:[.,]\d+)?\s*h(?:oras?)?[^)]*\)/gi, '')
-    .replace(/\s*\([^)]*\b\d+\s*min[^)]*\)/gi, '')
-    .replace(/\s*\(\s*0?\s*[hH]\s*\)/g, '')
-    .replace(/\s+/g, ' ')
-    .trim();
-}
-
-/** Detect titles from the old broken heuristic (season placeholders). */
-export function isJunkPreviewTitle(title: string): boolean {
-  const t = title.toLowerCase();
-  if (/^post\s+\d+\s*·/.test(t)) return true;
-  if (/^reel\s*·\s*(feed|stories|nuevo)/.test(t)) return true;
-  if (/^stories\s*·\s*(black friday|puente|cierre|feed|stories)/.test(t)) {
-    return true;
-  }
-  if (
-    /black friday|cierre de año comercial|puente$|· puente|· black friday/.test(
-      t
-    ) &&
-    /^(post|reel|stories)\b/.test(t)
-  ) {
-    return true;
-  }
-  if (/carrusel stories|carrusel feed/.test(t)) return true;
-  return false;
-}
-
 function kindOf(format?: string, kind?: string): string {
   const hay = `${format || ''} ${kind || ''}`.toLowerCase();
   if (hay.includes('stor')) return 'story';
@@ -179,349 +56,42 @@ function kindOf(format?: string, kind?: string): string {
   return 'post';
 }
 
-function formatLabel(kind: string): string {
-  if (kind === 'story') return 'Stories';
-  if (kind === 'reel') return 'Reel';
-  if (kind === 'carrusel') return 'Carrusel';
-  return 'Post';
-}
-
-type HistPiece = {
-  title: string;
-  format: string;
-  kind: string;
-  pillar: string;
-  platform: string;
-  time?: string;
-  hook?: string;
-  body?: string;
-  cta?: string;
-  day: number;
-};
-
-type HistoryModel = {
-  avgPerWeek: number;
-  storiesRatio: number;
-  poolByKind: Record<string, HistPiece[]>;
-  sameMonth: HistPiece[];
-  sampleTitles: string[];
-  sourceMonths: string[];
-};
-
-function collectHistory(plans: RrssMonthPlan[], targetYm: string): HistoryModel {
-  const targetMonth = targetYm.slice(5, 7);
-  const poolByKind: Record<string, HistPiece[]> = {
-    post: [],
-    story: [],
-    reel: [],
-    carrusel: [],
-  };
-  const sameMonth: HistPiece[] = [];
-  const sourceMonths: string[] = [];
-  let total = 0;
-  let stories = 0;
-
-  const sorted = [...plans].sort((a, b) =>
-    String(b.month).localeCompare(String(a.month))
-  );
-
-  for (const plan of sorted) {
-    if (!plan.pieces?.length) continue;
-    let used = 0;
-    for (const p of plan.pieces) {
-      const title = cleanEditorialTitle(p.title || '');
-      if (!title || isJunkPreviewTitle(title)) continue;
-      // Skip pure season-only junk that sneaked in as body-less placeholders
-      if (/^(black friday|puente|cierre de año)/i.test(title)) continue;
-      const kind = kindOf(p.format, p.kind);
-      const day = Number(String(p.date || '').slice(8, 10)) || 0;
-      const row: HistPiece = {
-        title,
-        format: p.format || formatLabel(kind),
-        kind,
-        pillar: (p.pillar || (kind === 'story' ? 'stories' : 'feed')).toLowerCase(),
-        platform: String(p.platform || 'instagram').toLowerCase(),
-        time: p.time,
-        hook: p.hook ? cleanEditorialTitle(p.hook) : undefined,
-        body: p.body,
-        cta: p.cta,
-        day,
-      };
-      poolByKind[kind] = poolByKind[kind] || [];
-      poolByKind[kind].push(row);
-      total += 1;
-      if (kind === 'story') stories += 1;
-      used += 1;
-      if (String(plan.month).slice(5, 7) === targetMonth) {
-        sameMonth.push(row);
-      }
-    }
-    if (used > 0) sourceMonths.push(plan.month);
-  }
-
-  const months = Math.max(1, sourceMonths.length);
-  const avgPerWeek = Math.max(
-    3,
-    Math.min(8, Math.round(total / months / 4) || 5)
-  );
-
-  return {
-    avgPerWeek,
-    storiesRatio: total ? stories / total : 0.5,
-    poolByKind,
-    sameMonth: sameMonth.sort((a, b) => a.day - b.day),
-    sampleTitles: [
-      ...sameMonth.map((p) => p.title),
-      ...poolByKind.post.map((p) => p.title),
-      ...poolByKind.story.map((p) => p.title),
-    ]
-      .filter(Boolean)
-      .slice(0, 24),
-    sourceMonths,
-  };
-}
-
-function pickFromPool(
-  pool: HistPiece[],
-  used: Set<string>,
-  i: number
-): HistPiece | null {
-  if (!pool.length) return null;
-  for (let k = 0; k < pool.length; k++) {
-    const cand = pool[(i + k) % pool.length];
-    const key = cand.title.toLowerCase();
-    if (!used.has(key)) {
-      used.add(key);
-      return cand;
-    }
-  }
-  // Allow reuse if pool exhausted
-  return pool[i % pool.length];
-}
-
-function defaultSeries(brand: TenantBrandBrief, kind: string, i: number): string {
-  const series =
-    brand.slug === 'bps' || brand.slug === 'blue-parrot-school'
-      ? kind === 'story'
-        ? [
-            'FALSE FRIEND',
-            'SLANG',
-            'Cancion del día',
-            'English Through TV Shows',
-            'Encuesta esto o lo otro',
-            'Mind the word',
-            'Spelling',
-            'Story error',
-            'Nuevo curso Madrid y Málaga',
-          ]
-        : [
-            'Same word different level',
-            'Vocabulario temático',
-            'Expresiones útiles',
-            'Cultura pop / series',
-            'Certificaciones (Trinity / IELTS)',
-            'Nuevo curso Madrid y Málaga',
-            'Errores comunes al aprender inglés',
-            'Idioms',
-          ]
-      : brand.pillars.map((p) => p.replace(/-/g, ' '));
-  return series[i % series.length];
-}
-
-function pieceFromHist(
-  date: string,
-  src: HistPiece,
-  brand: TenantBrandBrief
-): RrssPiece {
-  const kind = src.kind;
-  const format = src.format || formatLabel(kind);
-  return {
-    id: newPieceId(date, src.title),
-    date,
-    time: src.time || (kind === 'story' ? '09:00' : '10:30'),
-    platform: src.platform.includes('linkedin') ? 'linkedin' : 'instagram',
-    format,
-    pillar: src.pillar,
-    title: src.title.slice(0, 160),
-    hook: (src.hook || src.title).slice(0, 180),
-    body: [
-      `Propuesta editorial · ${brand.label}`,
-      `Serie / ángulo: ${src.title}`,
-      'Escribe aquí el copy final. Sin notas internas (WhatsApp, PENDIENTE, nombres).',
-    ].join('\n\n'),
-    cta:
-      src.cta ||
-      (kind === 'story'
-        ? 'Responde a la story'
-        : 'Enlace en la bio / test de nivel'),
-    status: 'planned',
-    kind,
-    color: colorFor(format, kind, src.platform),
-  };
-}
-
-export type GeneratePreviewInput = {
-  ym: string;
-  slug: string;
-  label: string;
-  history: RrssMonthPlan[];
-};
-
-export type GeneratePreviewResult = {
-  plan: RrssMonthPlan;
-  rationale: string;
-  source: 'anthropic' | 'heuristic';
-};
-
-function heuristicPreview(input: GeneratePreviewInput): GeneratePreviewResult {
-  const brand = brandBrief(input.slug, input.label);
-  const hist = collectHistory(input.history, input.ym);
-  const season = seasonHints(input.ym);
-  const weekdays = weekdaysInMonth(input.ym);
-  const usedTitles = new Set<string>();
-  const pieces: RrssPiece[] = [];
-
-  // 1) Prefer same-month prior year as skeleton (remap day → new month dates)
-  if (hist.sameMonth.length >= 6) {
-    for (const src of hist.sameMonth) {
-      const day = Math.min(
-        src.day || 1,
-        Number(weekdays[weekdays.length - 1]?.slice(8, 10) || 28)
-      );
-      const date = `${input.ym}-${String(day).padStart(2, '0')}`;
-      // Only weekdays
-      if (!weekdays.includes(date)) {
-        // snap to nearest weekday in month
-        const near =
-          weekdays.find((d) => Number(d.slice(8, 10)) >= day) ||
-          weekdays[weekdays.length - 1];
-        if (!near) continue;
-        pieces.push(pieceFromHist(near, src, brand));
-      } else {
-        pieces.push(pieceFromHist(date, src, brand));
-      }
-      usedTitles.add(src.title.toLowerCase());
-    }
-  }
-
-  // 2) If thin history, build cadence from recent pools (Stories/Post mix)
-  if (pieces.length < hist.avgPerWeek * 3) {
-    const target = Math.min(
-      weekdays.length,
-      Math.max(hist.avgPerWeek * 4, pieces.length + 8)
-    );
-    const storiesTarget = Math.round(target * (hist.storiesRatio || brand.formats.stories));
-    let storiesPlaced = pieces.filter((p) => p.kind === 'story').length;
-    let i = 0;
-    for (const date of weekdays) {
-      if (pieces.length >= target) break;
-      if (pieces.some((p) => p.date === date)) continue;
-      const wantStory = storiesPlaced < storiesTarget;
-      const kind = wantStory ? 'story' : 'post';
-      const pool =
-        hist.poolByKind[kind]?.length > 0
-          ? hist.poolByKind[kind]
-          : hist.poolByKind.post || [];
-      let src = pickFromPool(pool, usedTitles, i);
-      if (!src) {
-        const title = defaultSeries(brand, kind, i);
-        src = {
-          title,
-          format: formatLabel(kind),
-          kind,
-          pillar: kind === 'story' ? 'stories' : 'feed',
-          platform: 'instagram',
-          day: Number(date.slice(8, 10)),
-        };
-      }
-      pieces.push(pieceFromHist(date, src, brand));
-      if (kind === 'story') storiesPlaced += 1;
-      i += 1;
-    }
-  }
-
-  // 3) Never invent season titles. History already carries real seasonal beats
-  // (e.g. BPS Nov → invierno / Navidad / Trinity). Do not append "Black Friday".
-  void season;
-
-  pieces.sort((a, b) => a.date.localeCompare(b.date));
-  // Dedupe same day+title
-  const seen = new Set<string>();
-  const uniq = pieces.filter((p) => {
-    const k = `${p.date}|${p.title.toLowerCase()}`;
-    if (seen.has(k)) return false;
-    seen.add(k);
-    return true;
-  });
-
-  const plan = emptyMonthPlan(input.ym, input.label);
-  plan.hero.lede = hist.sameMonth.length
-    ? `Remix del histórico ${monthLabel(input.ym).split(' ')[0]} (años anteriores) + series recurrentes de ${brand.label}.`
-    : `Remix del histórico reciente de ${brand.label}. Ajusta títulos y copy.`;
-  plan.hero.chips = [
-    `${uniq.length} piezas`,
-    hist.sameMonth.length
-      ? `base ${hist.sourceMonths.find((m) => m.slice(5, 7) === input.ym.slice(5, 7)) || 'mismo mes'}`
-      : 'histórico reciente',
-    brand.vertical,
-  ];
-  plan.pieces = uniq;
-
-  const rationale = [
-    `Línea editorial de ${brand.label}: ${brand.notes}`,
-    hist.sameMonth.length
-      ? `Plantilla principal = mismo mes de años anteriores (${hist.sameMonth.length} piezas base).`
-      : hist.sampleTitles.length
-        ? `Sin mismo mes previo → remix de ${hist.sourceMonths.slice(0, 4).join(', ')}.`
-        : 'Sin histórico útil → series por defecto de la vertical.',
-    `Cadencia ~${hist.avgPerWeek} piezas/semana · ~${Math.round(
-      (hist.storiesRatio || 0) * 100
-    )}% stories.`,
-    hist.sampleTitles.length
-      ? `Ejemplos históricos: ${hist.sampleTitles.slice(0, 6).join(' · ')}.`
-      : '',
-    'La estacionalidad solo aparece si ya estaba en el histórico del mismo mes (no se inventa Black Friday genérico).',
-  ]
-    .filter(Boolean)
-    .join(' ');
-
-  return { plan, rationale, source: 'heuristic' };
-}
-
-async function anthropicPreview(
+async function anthropicStrategist(
   input: GeneratePreviewInput,
   fallback: GeneratePreviewResult
 ): Promise<GeneratePreviewResult> {
   const key = process.env.ANTHROPIC_API_KEY?.trim();
   if (!key || key.startsWith('replace-')) return fallback;
 
-  const brand = brandBrief(input.slug, input.label);
-  const hist = collectHistory(input.history, input.ym);
-  const season = seasonHints(input.ym);
-  const prompt = `Eres planner RRSS de 4Ventures para ${brand.label} (${input.ym}).
-Vertical: ${brand.vertical}. Tono: ${brand.tone}.
-Línea editorial: ${brand.notes}
-Cadencia histórica: ~${hist.avgPerWeek} piezas/semana, ~${Math.round(
-    (hist.storiesRatio || 0.5) * 100
-  )}% stories.
-Títulos REALES del histórico (úsalos como plantilla; remix, no inventes Black Friday genérico):
-${hist.sampleTitles.slice(0, 20).join('\n') || '(sin histórico)'}
-Estacionalidad opcional (máx 1-2 piezas si encaja con la marca): ${
-    season.join(', ') || 'ninguna'
-  }.
-Devuelve SOLO JSON: { "rationale": string, "pieces": [{ "date":"YYYY-MM-DD", "time":"HH:MM", "platform":"instagram", "format":"Post|Stories|Reel|Carrusel", "pillar":"feed|stories", "title":string, "hook":string, "body":string, "cta":string }] }
-Reglas:
-- Títulos al estilo del histórico (FALSE FRIEND, SLANG, Same word…, canción, matriculación, etc. si es BPS).
-- PROHIBIDO títulos tipo "POST 1 · Black Friday" o "STORIES · puente".
-- 14-28 piezas en laborables; body = notas de producción del ángulo, no caption final largo.
-- Español.`;
+  const cleanHistory = input.history
+    .map((plan) => ({
+      ...plan,
+      pieces: (plan.pieces || []).filter(
+        (p) => p.title && !isJunkPreviewTitle(p.title)
+      ),
+    }))
+    .filter((p) => (p.pieces?.length || 0) >= 3);
+
+  const dna = extractClientDna(
+    input.slug,
+    input.label,
+    cleanHistory,
+    input.brandbook
+  );
+  const trends = monthTrendBeats(input.ym, dna.brand.vertical);
+  const prompt = strategistSystemPrompt({
+    ym: input.ym,
+    label: input.label,
+    dna,
+    trends,
+  });
 
   try {
     const Anthropic = (await import('@anthropic-ai/sdk')).default;
     const client = new Anthropic({ apiKey: key });
     const msg = await client.messages.create({
       model: 'claude-sonnet-4-20250514',
-      max_tokens: 4000,
+      max_tokens: 4500,
       messages: [{ role: 'user', content: prompt }],
     });
     const text = msg.content
@@ -531,9 +101,11 @@ Reglas:
     if (!jsonMatch) return fallback;
     const parsed = JSON.parse(jsonMatch[0]) as {
       rationale?: string;
-      pieces?: Array<Partial<RrssPiece>>;
+      pieces?: Array<Partial<RrssPiece> & { objective_metric?: string }>;
     };
-    if (!Array.isArray(parsed.pieces) || !parsed.pieces.length) return fallback;
+    if (!Array.isArray(parsed.pieces) || parsed.pieces.length < 8) {
+      return fallback;
+    }
 
     const pieces: RrssPiece[] = parsed.pieces
       .map((p) => {
@@ -549,7 +121,7 @@ Reglas:
         return {
           id: newPieceId(date, title),
           date,
-          time: String(p.time || '10:30').slice(0, 5),
+          time: String(p.time || '13:00').slice(0, 5),
           platform,
           format,
           pillar: String(p.pillar || (kind === 'story' ? 'stories' : 'feed')),
@@ -557,6 +129,9 @@ Reglas:
           hook: String(p.hook || title).slice(0, 180),
           body: String(p.body || title),
           cta: String(p.cta || ''),
+          objective_metric: p.objective_metric
+            ? String(p.objective_metric)
+            : undefined,
           status: 'planned',
           kind,
           color: colorFor(format, kind, platform),
@@ -564,10 +139,14 @@ Reglas:
       })
       .filter(Boolean) as RrssPiece[];
 
-    if (pieces.length < 6) return fallback;
+    if (pieces.length < 8) return fallback;
     const plan = emptyMonthPlan(input.ym, input.label);
-    plan.hero.lede = 'Preview IA anclado al histórico del cliente.';
-    plan.hero.chips = [`${pieces.length} piezas`, 'IA + histórico', brand.vertical];
+    plan.hero.lede = `Estrategia IA · ${monthLabel(input.ym)} · engagement 2026 + ADN ${input.label}.`;
+    plan.hero.chips = [
+      `${pieces.length} piezas`,
+      `${pieces.filter((p) => /reel/i.test(p.format || '')).length} Reels`,
+      'IA strategist',
+    ];
     plan.pieces = pieces.sort((a, b) => a.date.localeCompare(b.date));
     return {
       plan,
@@ -582,7 +161,6 @@ Reglas:
 export async function generateMonthPreview(
   input: GeneratePreviewInput
 ): Promise<GeneratePreviewResult> {
-  // Drop junk months (previous bad previews) from history
   const cleanHistory = input.history
     .map((plan) => ({
       ...plan,
@@ -592,8 +170,18 @@ export async function generateMonthPreview(
     }))
     .filter((p) => (p.pieces?.length || 0) >= 3);
 
-  const fallback = heuristicPreview({ ...input, history: cleanHistory });
-  return anthropicPreview({ ...input, history: cleanHistory }, fallback);
+  const strategist = strategyMonthPreview({
+    ...input,
+    history: cleanHistory,
+    brandbook: input.brandbook,
+  });
+  const fallback: GeneratePreviewResult = {
+    plan: strategist.plan,
+    rationale: strategist.rationale,
+    source: 'strategy',
+  };
+
+  return anthropicStrategist({ ...input, history: cleanHistory }, fallback);
 }
 
 export function mergePreviewIntoPlan(
@@ -605,7 +193,9 @@ export function mergePreviewIntoPlan(
     return preview;
   }
   const occupied = new Set(existing.pieces.map((p) => p.date.slice(0, 10)));
-  const extras = preview.pieces.filter((p) => !occupied.has(p.date.slice(0, 10)));
+  const extras = preview.pieces.filter(
+    (p) => !occupied.has(p.date.slice(0, 10))
+  );
   return {
     ...existing,
     pieces: [...existing.pieces, ...extras].sort((a, b) =>
diff --git a/src/lib/calendar-strategy.ts b/src/lib/calendar-strategy.ts
new file mode 100644
index 0000000..be22404
--- /dev/null
+++ b/src/lib/calendar-strategy.ts
@@ -0,0 +1,755 @@
+/**
+ * Social media strategist for editorial month previews.
+ * Creates NEW angles from: client DNA + month trends + 2026 engagement playbook.
+ * Does NOT copy historical titles day-for-day.
+ */
+import type { RrssMonthPlan, RrssPiece } from '@/components/RrssMonthView';
+import { emptyMonthPlan, newPieceId } from '@/lib/calendar-documents';
+import { monthLabel } from '@/lib/calendar-import';
+import {
+  brandBrief,
+  cleanEditorialTitle,
+  type TenantBrandBrief,
+} from '@/lib/calendar-generate-brand';
+import {
+  brandbookToPrompt,
+  type Brandbook,
+} from '@/lib/brandbook';
+
+export type ClientDna = {
+  brand: TenantBrandBrief;
+  /** Recurring series names inferred from history (as DNA, not to copy). */
+  signatureSeries: string[];
+  storiesRatio: number;
+  avgPerWeek: number;
+  conversionPillars: string[];
+  voiceNotes: string;
+  /** Full brandbook prompt block when available. */
+  brandbookPrompt?: string;
+};
+
+export type TrendBeat = {
+  id: string;
+  label: string;
+  why: string;
+  formats: Array<'Reel' | 'Carrusel' | 'Stories' | 'Post'>;
+  kpi: 'alcance' | 'guardados' | 'comentarios' | 'compartidos' | 'conversion';
+};
+
+/** Spain / IG 2026 playbook (IAB Spain 2026 + education Reels research). */
+export const PLAYBOOK_2026 = {
+  principle:
+    'Menos volumen, más relevancia (marcas ES −30% posts / +70% eficiencia). Reels = alcance; Carrusel = guardados; Stories = conversación.',
+  mix: {
+    /** Target share of pieces */
+    reel: 0.28,
+    carrusel: 0.18,
+    stories: 0.38,
+    post: 0.16,
+  },
+  hours: {
+    reel: '19:30',
+    carrusel: '11:00',
+    stories: '09:30',
+    post: '13:00',
+  } as Record<string, string>,
+  engagementHooks: [
+    'Test your friend / envía esto a…',
+    'Error que todos cometen',
+    'Micro-lección completa en <30s',
+    'Pronunciación nativa + caption SEO',
+    'Encuesta / caja de respuestas',
+    'Antes vs después / nivel A2→C1',
+    'Lo que nadie te cuenta de…',
+  ],
+};
+
+export function monthTrendBeats(ym: string, vertical: string): TrendBeat[] {
+  const m = Number(ym.slice(5, 7));
+  const edu = /idioma|colegio|educaci|beca|alumno/i.test(vertical);
+  const clinic = /dermo|clínic|estetic/i.test(vertical);
+  const b2b = /b2b|industrial|plástic|certificaci[oó]n halal/i.test(vertical);
+
+  const commonNov: TrendBeat[] = [
+    {
+      id: 'reels-micro',
+      label: 'Micro-lección Reel (hook 3s + payoff)',
+      why: 'Reels lideran engagement 2026 en IG ES (+31% likes vs estático).',
+      formats: ['Reel'],
+      kpi: 'alcance',
+    },
+    {
+      id: 'carousel-save',
+      label: 'Carrusel “guarda esto” / test a un amigo',
+      why: 'Carruseles multiplican guardados; algoritmo premia saves y shares.',
+      formats: ['Carrusel'],
+      kpi: 'guardados',
+    },
+    {
+      id: 'stories-chat',
+      label: 'Stories conversación (encuesta / caja)',
+      why: 'Stories 2026: más replies (+88%), menos alcance → comunidad y DM.',
+      formats: ['Stories'],
+      kpi: 'comentarios',
+    },
+  ];
+
+  if (m === 11) {
+    const nov: TrendBeat[] = [
+      ...commonNov,
+      {
+        id: 'nov-cold-travel',
+        label: edu
+          ? 'Frases para viajar / trabajar en invierno (EN/idioma)'
+          : 'Temporada fría / rutina noviembre',
+        why: 'Intención estacional real (viajes, puentes, indoor) sin forzar Black Friday genérico.',
+        formats: ['Reel', 'Carrusel', 'Stories'],
+        kpi: 'compartidos',
+      },
+      {
+        id: 'nov-bf-value',
+        label: edu
+          ? 'Oferta formación con valor (no spam BF): packs / matriculación inteligente'
+          : b2b
+            ? 'Cierre de año B2B / presupuesto 2027'
+            : 'Black Friday con utilidad (checklist, no solo descuento)',
+        why: 'Noviembre comercial; conversión solo si aporta utilidad y prueba social.',
+        formats: ['Carrusel', 'Stories', 'Reel'],
+        kpi: 'conversion',
+      },
+      {
+        id: 'nov-thanks-us',
+        label: edu
+          ? 'Cultura US: Thanksgiving vocab / false friends festivos'
+          : 'Gratitud / comunidad de noviembre',
+        why: 'Anglo culture beat mid-late Nov → alto share en escuelas de idiomas.',
+        formats: ['Reel', 'Stories', 'Post'],
+        kpi: 'compartidos',
+      },
+      {
+        id: 'nov-xmas-soft',
+        label: edu
+          ? 'Soft Navidad: tradiciones por país / spelling festivo'
+          : clinic
+            ? 'Piel en frío + prep fiestas'
+            : 'Cierre de mes / preview diciembre',
+        why: 'Última semana Nov: puente emocional a Navidad sin saturar.',
+        formats: ['Carrusel', 'Stories', 'Reel'],
+        kpi: 'guardados',
+      },
+      {
+        id: 'nov-search-seo',
+        label: 'Contenido buscable (keywords en caption + texto en Reel)',
+        why: 'IG 2026 prioriza SEO interno: “cómo se dice…”, “diferencia entre…”.',
+        formats: ['Reel', 'Carrusel'],
+        kpi: 'alcance',
+      },
+    ];
+    return nov;
+  }
+
+  // Generic month beats
+  return [
+    ...commonNov,
+    {
+      id: 'season',
+      label: `Ángulo estacional ${monthLabel(ym).split(' ')[0]}`,
+      why: 'Anclar el mes al contexto del usuario sin clichés vacíos.',
+      formats: ['Reel', 'Stories', 'Carrusel'],
+      kpi: 'compartidos',
+    },
+  ];
+}
+
+function weekdaysInMonth(ym: string): string[] {
+  const [y, m] = ym.split('-').map(Number);
+  const days: string[] = [];
+  const dim = new Date(Date.UTC(y, m, 0)).getUTCDate();
+  for (let d = 1; d <= dim; d++) {
+    const dt = new Date(Date.UTC(y, m - 1, d));
+    if (dt.getUTCDay() >= 1 && dt.getUTCDay() <= 5) {
+      days.push(`${ym}-${String(d).padStart(2, '0')}`);
+    }
+  }
+  return days;
+}
+
+function colorFor(format: string, kind: string): string {
+  if (kind === 'story' || /stor/i.test(format)) return '#374151';
+  if (/reel/i.test(format)) return '#7C66B8';
+  if (/carrusel/i.test(format)) return '#0F9D8F';
+  return '#2071cf';
+}
+
+function kindOf(format: string): string {
+  const f = format.toLowerCase();
+  if (f.includes('stor')) return 'story';
+  if (f.includes('reel')) return 'reel';
+  if (f.includes('carrusel')) return 'carrusel';
+  return 'post';
+}
+
+/** Build DNA from history without copying titles. */
+export function extractClientDna(
+  slug: string,
+  label: string,
+  history: RrssMonthPlan[],
+  brandbook?: Brandbook | null
+): ClientDna {
+  const brand = brandBrief(slug, label);
+  if (brandbook) {
+    if (brandbook.vertical) brand.vertical = brandbook.vertical;
+    if (brandbook.tone) brand.tone = brandbook.tone;
+    if (brandbook.pillars_rrss?.length) brand.pillars = brandbook.pillars_rrss;
+    if (brandbook.freeform_notes || brandbook.mission) {
+      brand.notes = [
+        brandbook.mission && `Misión: ${brandbook.mission}`,
+        brandbook.voice_do?.length && `Hacer: ${brandbook.voice_do.join('; ')}`,
+        brandbook.voice_dont?.length &&
+          `Evitar: ${brandbook.voice_dont.join('; ')}`,
+        brandbook.ads_usps?.length && `USPs: ${brandbook.ads_usps.join('; ')}`,
+        brandbook.claims_forbidden?.length &&
+          `No claims: ${brandbook.claims_forbidden.join('; ')}`,
+        brandbook.freeform_notes?.slice(0, 800),
+      ]
+        .filter(Boolean)
+        .join(' · ');
+    }
+  }
+  const seriesCount = new Map<string, number>();
+  let total = 0;
+  let stories = 0;
+  const months = Math.max(1, history.length);
+
+  const classify = (title: string): string | null => {
+    const x = cleanEditorialTitle(title)
+      .toLowerCase()
+      .normalize('NFD')
+      .replace(/[\u0300-\u036f]/g, '');
+    const rules: [RegExp, string][] = [
+      [/false\s*friend/, 'FALSE FRIEND'],
+      [/\bslang\b/, 'SLANG'],
+      [/mind the word|\bmtw\b/, 'MTW'],
+      [/same word/, 'Same word different level'],
+      [/cancion|canción/, 'Canción del día'],
+      [/tv show|english through|prison break|how i met/, 'English Through TV'],
+      [/encuesta|interactiva|verdadero/, 'Encuesta / interactiva'],
+      [/spelling/, 'Spelling'],
+      [/fix it|error|errores/, 'Errores / Fix it'],
+      [/nuevo curso|matricul|intensivo/, 'Matriculación'],
+      [/trinity|ielts|cambridge|aptis|certific/, 'Certificaciones'],
+      [/oposic|policia|renfe/, 'Oposiciones'],
+      [/erasmus/, 'Erasmus'],
+      [/gym talk/, 'Gym talk'],
+      [/idiom/, 'Idioms'],
+      [/vocab|survival|expresion|expresión/, 'Vocab / expresiones'],
+      [/nuevo alumno|alumno nuevo/, 'Nuevo alumno'],
+      [/peeling|tratamiento|piel/, 'Tratamiento'],
+      [/halal|certificacion|export/, 'Certificación / export'],
+    ];
+    for (const [re, labelS] of rules) if (re.test(x)) return labelS;
+    return null;
+  };
+
+  for (const plan of history) {
+    for (const p of plan.pieces || []) {
+      if (!p.title) continue;
+      total += 1;
+      if (/stor/i.test(p.format || '') || p.kind === 'story') stories += 1;
+      const s = classify(p.title);
+      if (s) seriesCount.set(s, (seriesCount.get(s) || 0) + 1);
+    }
+  }
+
+  const inferred = [...seriesCount.entries()]
+    .sort((a, b) => b[1] - a[1])
+    .map(([k]) => k);
+
+  // Seed brand-line series so DNA isn't only whatever appeared most recently
+  const seedBySlug: Record<string, string[]> = {
+    bps: [
+      'FALSE FRIEND',
+      'SLANG',
+      'Same word different level',
+      'MTW',
+      'Canción del día',
+      'English Through TV',
+      'Errores / Fix it',
+      'Idioms',
+      'Spelling',
+      'Vocab / expresiones',
+      'Certificaciones',
+      'Matriculación',
+    ],
+    'blue-parrot-school': [
+      'FALSE FRIEND',
+      'SLANG',
+      'Same word different level',
+      'MTW',
+      'Canción del día',
+      'English Through TV',
+      'Errores / Fix it',
+      'Idioms',
+      'Certificaciones',
+      'Matriculación',
+    ],
+    'talento-y-deporte': [
+      'Nuevo alumno',
+      'Vocab / expresiones',
+      'Campus',
+      'Errores / Fix it',
+    ],
+  };
+  const fromBook = brandbook?.series_recurrentes?.length
+    ? brandbook.series_recurrentes
+    : brandbook?.pillars_rrss || [];
+  const seed = fromBook.length ? fromBook : seedBySlug[slug] || [];
+  const signatureSeries = [
+    ...seed,
+    ...inferred.filter((s) => !seed.includes(s)),
+  ].slice(0, 12);
+
+  const conversionPillars = [
+    ...inferred,
+    ...signatureSeries,
+  ].filter(
+    (s, i, arr) =>
+      arr.indexOf(s) === i &&
+      /matricul|certific|oposic|nuevo alumno|tratamiento|export|promo/i.test(s)
+  );
+
+  return {
+    brand,
+    signatureSeries:
+      signatureSeries.length > 0 ? signatureSeries : brand.pillars.map((p) => p),
+    storiesRatio: total ? stories / total : brand.formats.stories,
+    avgPerWeek: Math.max(4, Math.min(8, Math.round(total / months / 4) || 5)),
+    conversionPillars:
+      conversionPillars.length > 0
+        ? conversionPillars
+        : ['Matriculación', 'Certificaciones'],
+    voiceNotes: brand.notes,
+    brandbookPrompt: brandbook ? brandbookToPrompt(brandbook) : undefined,
+  };
+}
+
+type Slot = {
+  date: string;
+  format: 'Reel' | 'Carrusel' | 'Stories' | 'Post';
+  role: 'reach' | 'save' | 'chat' | 'convert' | 'authority';
+};
+
+function buildMonthSlots(ym: string, dna: ClientDna): Slot[] {
+  const weekdays = weekdaysInMonth(ym);
+  const target = Math.min(
+    weekdays.length,
+    Math.max(16, Math.round(dna.avgPerWeek * 4 * 0.85)) // quality > quantity (−15% vs legacy)
+  );
+  const mix = PLAYBOOK_2026.mix;
+  const counts = {
+    Reel: Math.round(target * mix.reel),
+    Carrusel: Math.round(target * mix.carrusel),
+    Stories: Math.round(target * mix.stories),
+    Post: 0,
+  };
+  counts.Post = Math.max(0, target - counts.Reel - counts.Carrusel - counts.Stories);
+
+  // Round-robin interleave so the month isn't "all Reels then all Stories"
+  const bags: Record<Slot['format'], number> = { ...counts };
+  const formats: Slot['format'][] = ['Reel', 'Carrusel', 'Stories', 'Post'];
+  const queue: Array<Slot['format']> = [];
+  while (queue.length < target) {
+    let added = false;
+    for (const f of formats) {
+      if (bags[f] > 0) {
+        queue.push(f);
+        bags[f] -= 1;
+        added = true;
+        if (queue.length >= target) break;
+      }
+    }
+    if (!added) break;
+  }
+
+  const convertEvery = Math.max(4, Math.floor(target / 3));
+  const slots: Slot[] = [];
+  const step = Math.max(1, Math.floor(weekdays.length / Math.max(1, queue.length)));
+  let dayIdx = 0;
+  for (let qi = 0; qi < queue.length; qi++) {
+    const format = queue[qi];
+    const date = weekdays[Math.min(dayIdx, weekdays.length - 1)];
+    dayIdx += step;
+    if (dayIdx >= weekdays.length) dayIdx = qi % weekdays.length;
+    // Prefer unused weekdays
+    let d = date;
+    if (slots.some((s) => s.date === d)) {
+      d = weekdays.find((w) => !slots.some((s) => s.date === w)) || date;
+    }
+    const isConvert =
+      qi > 0 &&
+      qi % convertEvery === 0 &&
+      (format === 'Stories' || format === 'Carrusel' || format === 'Post');
+    const role: Slot['role'] = isConvert
+      ? 'convert'
+      : format === 'Reel'
+        ? 'reach'
+        : format === 'Carrusel'
+          ? 'save'
+          : format === 'Stories'
+            ? 'chat'
+            : 'authority';
+    slots.push({ date: d, format, role });
+  }
+  return slots.sort((a, b) => a.date.localeCompare(b.date));
+}
+
+/** Concrete creative banks — rotate by index so each month feels fresh. */
+const EDU_ANGLES: Record<string, string[]> = {
+  'FALSE FRIEND': [
+    'FALSE FRIEND · “actually” no significa “actualmente” (y te delata)',
+    'FALSE FRIEND · “library” vs librería: el error clásico en Madrid',
+    'FALSE FRIEND · Thanksgiving: “grateful” no es “gratefulidad”',
+    'FALSE FRIEND · “exit” no es éxito (puerta vs logro)',
+    'FALSE FRIEND · “carpet” no es carpeta — mini test 10s',
+  ],
+  SLANG: [
+    'SLANG · “I’m down” = me apunto (no “estoy abajo”)',
+    'SLANG · “lowkey / highkey” en 20 segundos',
+    'SLANG · “spill the tea” sin sonar raro',
+    'SLANG · “ghosting” en inglés real de oficina',
+    'SLANG · “bet” = ok / trato hecho',
+  ],
+  MTW: [
+    'MTW · “get” tiene 12 vidas: las 5 que sí usas',
+    'MTW · “set” en el gym vs en la oficina',
+    'MTW · “run” no es solo correr',
+    'MTW · “make” vs “do” en 20s (sin tabla aburrida)',
+    'MTW · “take” en aeropuerto, oficina y cita',
+  ],
+  'Same word different level': [
+    'Same word · “nice” A2 vs C1 (suena a robot o a nativo)',
+    'Same word · “sorry” 3 niveles de disculpa',
+    'Same word · “interesting” cuando NO quieres decir interesante',
+    'Same word · “good” → alternativas que suenan nativas',
+  ],
+  'Canción del día': [
+    'Canción del día · lyric drop + 1 expresión para guardar',
+    'Canción del día · pronunciación del coro (slow + nativo)',
+    'Canción del día · false friend escondido en el estribillo',
+    'Canción del día · shadowing 15s (copia al cantante)',
+  ],
+  'English Through TV': [
+    'English Through TV · 1 escena, 3 frases que sí se usan',
+    'English Through TV · cómo suena el sarcasm en sitcoms',
+    'English Through TV · fillers nativos (like, you know) sin abusar',
+    'English Through TV · “I’ll be there” vs “I’m coming”',
+  ],
+  Spelling: [
+    'Spelling · palabras de noviembre que todo el mundo escribe mal',
+    'Spelling bee · 4 letras vs 1 error (challenge)',
+    'Spelling · “definitely” y otras trampas de examen',
+  ],
+  'Errores / Fix it': [
+    'Fix it · “I have 25 years” en 8 segundos',
+    'Errores · “depend of” → la forma que sí funciona',
+    'Fix it · “I am agree” — corrección + frase alternativa',
+    'Errores · “people is” vs “people are” (rápido)',
+  ],
+  Idioms: [
+    'Idiom · “break the ice” en networking (no en neveras)',
+    'Idiom · “under the weather” = flojo, no meteorólogo',
+    'Idiom · “hit the books” antes del examen',
+    'Idiom · “piece of cake” cuando el speaking sale bien',
+  ],
+  'Vocab / expresiones': [
+    'Vocab invierno · cold, chilly, freezing (y cuándo cada uno)',
+    'Expresiones · pedir un favor sin sonar agresivo',
+    'Vocab · frases para el puente / viaje de noviembre',
+    'Expresiones · cómo decir “no me apetece” con educación',
+  ],
+  Matriculación: [
+    'Matriculación · 3 señales de que este es tu mes para empezar',
+    'Intensivos nov-dic · quién debería (y quién no)',
+  ],
+  Certificaciones: [
+    'Trinity/IELTS · el error #1 en speaking (y cómo arreglarlo)',
+    'Certificado · checklist 7 días antes del examen',
+  ],
+  Oposiciones: [
+    'Inglés oposiciones · 1 hábito de 12 min que sí suma',
+  ],
+  Erasmus: [
+    'Erasmus · frases de supervivencia la primera semana',
+  ],
+};
+
+const GENERIC_CONVERT = [
+  'Por qué noviembre es el mes smart para matricularte (sin FOMO barato)',
+  'Test de nivel + plan: deja de “estudiar cuando pueda”',
+  'Madrid vs Málaga: qué grupo te encaja este trimestre',
+];
+
+function pickAngleTitle(
+  series: string,
+  beat: TrendBeat,
+  index: number,
+  format: Slot['format']
+): string {
+  const bank = EDU_ANGLES[series];
+  let core: string;
+  if (bank?.length) {
+    core = bank[index % bank.length];
+  } else if (beat.id.includes('thanks')) {
+    core = `${series} · Thanksgiving vocab que no sale en el libro`;
+  } else if (beat.id.includes('cold')) {
+    core = `${series} · frases de frío / viaje que sí se usan`;
+  } else if (beat.id.includes('bf') || beat.kpi === 'conversion') {
+    core = GENERIC_CONVERT[index % GENERIC_CONVERT.length];
+  } else if (/encuesta|interactiva/i.test(series)) {
+    const polls = [
+      'Encuesta · ¿“actually” o “currently”? (elige y pelea)',
+      'Quiz · true/false: “I’m boring” vs “I’m bored”',
+      'Caja de respuestas · ¿qué false friend te delató?',
+      'Encuesta · ¿prefieres slang UK o US?',
+    ];
+    core = polls[index % polls.length];
+  } else {
+    const fallbacks = [
+      `${series} · el detalle que cambia cómo te perciben`,
+      `${series} · ángulo ${beat.label.split('(')[0].trim().slice(0, 40)}`,
+      `${series} · lo que tu audiencia guarda (no scrollea)`,
+      `${series} · prueba social + micro-historia`,
+      `${series} · objeción resuelta en 20s`,
+      `${series} · checklist accionable`,
+    ];
+    core = fallbacks[index % fallbacks.length];
+  }
+  const prefix =
+    format === 'Reel'
+      ? 'REEL'
+      : format === 'Carrusel'
+        ? 'CARRUSEL'
+        : format === 'Stories'
+          ? 'STORIES'
+          : 'POST';
+  // Avoid double prefix if bank already has series label only
+  if (/^(REEL|CARRUSEL|STORIES|POST)\b/i.test(core)) return core.slice(0, 140);
+  return `${prefix} · ${core}`.slice(0, 140);
+}
+
+/** Creative angle factory — NEW titles, DNA-aligned. */
+function inventAngle(
+  dna: ClientDna,
+  slot: Slot,
+  beat: TrendBeat,
+  index: number,
+  /** Extra offset only for title bank rotation (dedupe). */
+  bankOffset = 0
+): { title: string; hook: string; body: string; cta: string; pillar: string } {
+  const series =
+    dna.signatureSeries[index % Math.max(1, dna.signatureSeries.length)] ||
+    'Educativo';
+  const brand = dna.brand.label;
+  const edu = /idioma|colegio|educaci/i.test(dna.brand.vertical);
+  const hooks = PLAYBOOK_2026.engagementHooks;
+  const hookStyle = hooks[index % hooks.length];
+  const bankIndex = index + bankOffset;
+
+  if (slot.role === 'convert') {
+    const pillar = dna.conversionPillars[index % dna.conversionPillars.length];
+    const title = edu
+      ? pickAngleTitle(pillar, beat, bankIndex, slot.format)
+      : `${slot.format.toUpperCase()} · ${pillar}: beneficio claro + prueba social`;
+    if (slot.format === 'Stories') {
+      return {
+        title: title.startsWith('STORIES')
+          ? title
+          : `STORIES · ${pillar}: encuesta “¿este mes o enero?”`,
+        hook: 'Una pregunta. Tu respuesta abre el DM.',
+        body: `Conversión ${brand}. ADN: ${pillar}. Sticker encuesta/caja → DM. KPI: mensajes. Sin spam BF genérico.`,
+        cta: 'Responde y te orientamos',
+        pillar: 'conversion',
+      };
+    }
+    return {
+      title,
+      hook: 'La diferencia entre “lo pienso” y “ya estoy dentro”.',
+      body: `Conversión útil. 3 motivos + prueba social + CTA test/matricula. ADN: ${pillar}. Tendencia: ${beat.why}`,
+      cta: 'Link en bio / test de nivel',
+      pillar: 'conversion',
+    };
+  }
+
+  const title = pickAngleTitle(series, beat, bankIndex, slot.format);
+
+  if (slot.format === 'Reel') {
+    return {
+      title,
+      hook: `${hookStyle}`,
+      body: [
+        `Objetivo: ALCANCE (Reels 2026 ES).`,
+        `ADN: ${series}. Tendencia: ${beat.label} — ${beat.why}`,
+        `Estructura: hook 3s → micro-lección → CTA share/save.`,
+        `Texto en pantalla + caption con keyword buscable.`,
+      ].join('\n'),
+      cta: 'Comparte con alguien que lo necesite',
+      pillar: 'reach',
+    };
+  }
+
+  if (slot.format === 'Carrusel') {
+    return {
+      title: title.replace(/^REEL ·/, 'CARRUSEL ·').replace(/^POST ·/, 'CARRUSEL ·'),
+      hook: 'Guarda esto antes de que se te olvide.',
+      body: [
+        `Objetivo: GUARDADOS + shares.`,
+        `ADN: ${series}. ${beat.why}`,
+        `5 slides: hook polémico → valor → test “envía a un amigo”.`,
+      ].join('\n'),
+      cta: 'Guarda + envía a tu compañero de estudio',
+      pillar: 'saves',
+    };
+  }
+
+  if (slot.format === 'Stories') {
+    return {
+      title: title.replace(/^(REEL|CARRUSEL|POST) ·/, 'STORIES ·'),
+      hook: 'Tú eliges: A o B',
+      body: [
+        `Objetivo: REPLIES (+88% conversación Stories 2026).`,
+        `ADN: ${series}. Sticker encuesta / quiz / caja.`,
+        beat.label,
+      ].join('\n'),
+      cta: 'Responde a la story',
+      pillar: 'stories',
+    };
+  }
+
+  return {
+    title: title.replace(/^(REEL|CARRUSEL|STORIES) ·/, 'POST ·'),
+    hook: `Lo que nadie te explica de ${series.toLowerCase()}.`,
+    body: [
+      `Feed autoridad + SEO caption (“cómo se dice…”, “diferencia entre…”).`,
+      `ADN ${brand}: ${series}.`,
+      `Tendencia: ${beat.why}`,
+    ].join('\n'),
+    cta: 'Comenta tu caso',
+    pillar: 'feed',
+  };
+}
+
+export type StrategyPreviewResult = {
+  plan: RrssMonthPlan;
+  rationale: string;
+  source: 'strategy';
+  trends: TrendBeat[];
+  dna: ClientDna;
+};
+
+export function strategyMonthPreview(input: {
+  ym: string;
+  slug: string;
+  label: string;
+  history: RrssMonthPlan[];
+  brandbook?: Brandbook | null;
+}): StrategyPreviewResult {
+  const dna = extractClientDna(
+    input.slug,
+    input.label,
+    input.history,
+    input.brandbook
+  );
+  const trends = monthTrendBeats(input.ym, dna.brand.vertical);
+  const slots = buildMonthSlots(input.ym, dna);
+  const pieces: RrssPiece[] = [];
+
+  const usedCores = new Set<string>();
+  const coreKey = (t: string) =>
+    t.replace(/^(REEL|CARRUSEL|STORIES|POST)\s*·\s*/i, '').toLowerCase();
+  slots.forEach((slot, i) => {
+    const beat = trends[i % trends.length];
+    const useBeat =
+      slot.role === 'convert'
+        ? trends.find((t) => t.kpi === 'conversion') || beat
+        : Number(slot.date.slice(8, 10)) >= 24
+          ? trends.find((t) => t.id.includes('xmas')) || beat
+          : beat;
+    let angle = inventAngle(dna, slot, useBeat, i, 0);
+    let bump = 0;
+    while (usedCores.has(coreKey(angle.title)) && bump < 20) {
+      bump += 1;
+      angle = inventAngle(dna, slot, useBeat, i, bump);
+    }
+    if (usedCores.has(coreKey(angle.title))) {
+      angle = {
+        ...angle,
+        title: `${angle.title} · ángulo ${i + 1}`.slice(0, 140),
+      };
+    }
+    usedCores.add(coreKey(angle.title));
+    const kind = kindOf(slot.format);
+    const time =
+      PLAYBOOK_2026.hours[slot.format.toLowerCase()] ||
+      PLAYBOOK_2026.hours.post;
+    pieces.push({
+      id: newPieceId(slot.date, angle.title),
+      date: slot.date,
+      time,
+      platform: 'instagram',
+      format: slot.format,
+      pillar: angle.pillar,
+      title: angle.title,
+      hook: angle.hook,
+      body: angle.body,
+      cta: angle.cta,
+      status: 'planned',
+      kind,
+      color: colorFor(slot.format, kind),
+      objective_metric: useBeat.kpi,
+    });
+  });
+
+  const plan = emptyMonthPlan(input.ym, input.label);
+  plan.hero.lede = `Estrategia ${monthLabel(input.ym)} · ${dna.brand.vertical}. Creado para engagement 2026 (no copia del histórico).`;
+  plan.hero.chips = [
+    `${pieces.length} piezas`,
+    `${pieces.filter((p) => p.format === 'Reel').length} Reels`,
+    `${pieces.filter((p) => p.format === 'Carrusel').length} carruseles`,
+    'strategist',
+  ];
+  plan.pieces = pieces;
+
+  const rationale = [
+    `Estrategia (no copia): DNA de ${dna.brand.label} = series ${dna.signatureSeries.slice(0, 5).join(', ') || 'vertical'}.`,
+    `Playbook ES 2026 (IAB): menos posts, más eficiencia · Reels alcance · Carrusel guardados · Stories conversación.`,
+    `Tendencias ${monthLabel(input.ym)}: ${trends
+      .slice(0, 4)
+      .map((t) => t.label)
+      .join(' · ')}.`,
+    `Horas: Reels ${PLAYBOOK_2026.hours.reel} · Carrusel ${PLAYBOOK_2026.hours.carrusel} · Stories ${PLAYBOOK_2026.hours.stories} · Post ${PLAYBOOK_2026.hours.post}.`,
+    `Conversión (~${pieces.filter((p) => p.pillar === 'conversion').length} piezas) alineada a ${dna.conversionPillars.join('/')}, no spam genérico.`,
+    dna.brandbookPrompt
+      ? 'Brandbook activo como constraint creativo.'
+      : dna.voiceNotes,
+  ].join(' ');
+
+  return { plan, rationale, source: 'strategy', trends, dna };
+}
+
+export function strategistSystemPrompt(input: {
+  ym: string;
+  label: string;
+  dna: ClientDna;
+  trends: TrendBeat[];
+}): string {
+  return `Eres Head of Social de 4Ventures. Crea un calendario NUEVO para ${input.label} (${input.ym}).
+NO copies títulos viejos. USA el ADN / brandbook como constraint creativo.
+ADN series: ${input.dna.signatureSeries.join(', ')}.
+Voz: ${input.dna.brand.tone}. Vertical: ${input.dna.brand.vertical}.
+${input.dna.brandbookPrompt ? `\nBRANDBOOK:\n${input.dna.brandbookPrompt}\n` : ''}
+Playbook 2026 ES: ${PLAYBOOK_2026.principle}
+Tendencias del mes:
+${input.trends.map((t) => `- ${t.label}: ${t.why}`).join('\n')}
+Devuelve SOLO JSON { rationale, pieces:[{date,time,platform,format,pillar,title,hook,body,cta,objective_metric}] }
+Reglas: títulos creativos y específicos; mix ~28% Reel, 18% Carrusel, 38% Stories, resto Post; horas engagement (Reels noche ~19:30, Stories mañana, Carrusel mediodía); KPI por pieza; español; sin "POST 1 · Black Friday" vacío; respeta claims prohibidos del brandbook.`;
+}
diff --git a/src/lib/tenant-modules.ts b/src/lib/tenant-modules.ts
index e5f2b4f..a3feb34 100644
--- a/src/lib/tenant-modules.ts
+++ b/src/lib/tenant-modules.ts
@@ -5,6 +5,7 @@ export type DashboardModuleId =
   | 'crm'
   | 'seguimiento'
   | 'estrategia'
+  | 'marca'
   | 'calendario'
   | 'ad-tracker'
   | 'social'
@@ -51,6 +52,13 @@ export const DASHBOARD_MODULES: DashboardModuleDef[] = [
     providers: [],
     hint: 'Targets y presupuesto',
   },
+  {
+    id: 'marca',
+    href: '/dashboard/marca',
+    label: 'Zona de marca',
+    providers: [],
+    hint: 'Brandbook: voz, oferta, ads, LinkedIn, blog',
+  },
   {
     id: 'calendario',
     href: '/dashboard/calendario',