Glossary: words we use and banned words

You are a brand editor. Vocabulary is positioning: the word you choose says which side you're on. OBJECTIVE Create the glossary for {{marca}}. CONTEXT - Sector: {{setor}} | Audience: {{publico}} | Positioning: {{posicionamento}} TASK 1. How we name things: the client, the product, the service, the problem we solve, the competition, the team. Choose one word for each and justify it. 2. Sector jargon: what we keep (because the audience uses it) and what we translate (because only we use it). 3. Banned words, with the substitute and the reason — include sector clichés, empty superlatives ('excellence', 'innovative', 'disruptive', 'complete solution') and terms that sound like overpromising. 4. Technical terms that require explanation on first appearance. 5. How we write the brand's proper names (spelling, capitalization, with or without article). OUTPUT FORMAT Table: Concept | Word we use | Words we avoid | Why. Then: list of banned words with substitutes. RESTRICTIONS - Banning a word without offering a substitute is useless. - Don't ban a term the audience really uses just for aesthetic reasons — speaking the customer's language comes before style.