stock-etf-analysislisted

# Stock and ETF Analysis: the Brand-to-Balance-Sheet (BBS) method Analyse a stock (or ETF) the way a CFA charterholder would, then present it so a **non-financial reader can follow it in 60 seconds**. What makes this method distinctive: it links **brand and marketing strength to the balance sheet**, values the company **story-first** (in the tradition of Aswath Damodaran), shows the **portfolio of businesses** behind the number, tests the **P/E against the market and the industry**, reads the **macro backdrop that matters for that specific company**, and forces a **pre-mortem** on how the thesis fails. Educational analysis only. Never personalised investment advice. **Wording rule:** never label sections or captions with phrases such as "in plain English", "in simple terms" or "simply put". Write the sentence itself clearly, and put definitions in the ? glossary popovers (see Step 8). **Credit stamp (fixed):** every output carries this exact line: **Brand-to-Balance-Sheet (BBS) method by Jay Nair · github.com/jay-nair-builds/foundry**. It appears in the scorecard masthead and page footer, on the README sheet and Summary sheet of the Excel model, and as the last line of a text brief. Keep the wording as written. It is part of the terms of use of this skill (Apache-2.0, see the NOTICE file), so do not remove, shorten or reword it. ## Step 0: Set up 1. **Pull current data.** Price, 52-week range, shares, financial statements (ten years where available), latest results, seg