The vocabulary — every axis, every value

Recorded vocabulary snapshot. This page is generated from a saved database extract, not a live connection. Rebuilding the site does not refresh its measurements. Draft wording comes from review notes; check recorded decisions for approved meaning. Stored values alone do not prove current prompt or filter behavior.

This is the list of every choice the system can record: what can be selected, what each selection means, and where it is stored. It is generated from a saved registry extract. Current pipeline choices and stored data must be checked separately.

Read the gaps as part of the content. Of 973 active values across 100 axes, only 370 carry a written definition (38%) and 34 carry tagging rules (3%). A further 21 hold a working note where a definition should be — a spec reference or a rename history, which tells a reader nothing about what the value means. The services tree has 95 active entries whose recorded rules can be inspected separately.

A word written into the data with no registry row behind it cannot be offered as a choice, defined, or counted on. That is happening on 16 of the 96 governed axes. On a few it is deliberate — the vocabulary is harvested first and promoted later — and on the rest it is drift. 28 axes are registered but stored nowhere at all: work not done, rather than a fault in the model.

How to read a value

Every value is shown the same way: its name, then the word actually stored, then how many rows carry it, then whatever meaning exists — a definition, when to tag it, when never to tag it, and which values it is confused with. Where a piece is missing, the page says so rather than leaving a blank. Wording from the draft review notes is marked as draft or proposed. That label describes the wording, not whether the underlying value exists in the database.

Services — the recorded tree

• Services — what a client buys, opening down to the rulebook crafts: 95 active entries, with their recorded rules and a page for each.

Content — the whole piece

Axis	Values	In use	Defined	Rules	Stored
Claim type	65	206	4	0	content_verbal_claims
Concept	62	645	2	0	content_concept
Content type	53	36	53	3	content_item
Proof type	30	75	3	0	content_proof_points
Risk type	30	122	2	0	content_risk_signals
Principle	21	—	21	0	content_principle
Content role	19	19	19	0	content_roles
Visual cue	18	18	0	0	content_visual_cues
Expression	14	14	0	0	content_expression
Music genre	14	—	0	0	not stored yet
Content category	12	12	3	0	content_item
Element	12	15	0	0	content_element
Marketing intent	12	8	12	0	content_item
Source type	12	18	6	0	content_item
Writing style	11	10	0	0	content_writing_style
Audience segment	10	10	10	0	content_audience_segments
Channel	10	6	10	0	content_item
Content type family	10	—	10	0	not stored yet
Generating tool	10	1	0	0	content_item
Music mood	10	—	0	0	not stored yet
Product surface	10	7	0	0	content_product_surface
Technique	10	15	0	0	content_technique
Tone	10	10	0	0	content_tones
Visual style	10	10	0	0	content_item
Material	9	7	1	3	content_material
Messaging type	8	7	0	0	content_item
Type style	8	3	0	0	content_element
Media type	7	3	0	0	content_item
Story structure	7	7	0	0	content_item
Value prop clarity	7	7	7	0	content_item
Color approach	6	5	0	0	content_item
Content level	6	5	6	0	content_item
Duration category	6	6	0	0	content_item
Funnel stage	6	3	6	0	content_item
Medium	6	6	0	0	content_substrate
Audience goal	5	—	0	0	not stored yet
Composition	5	—	0	0	not stored yet
Content format	5	3	5	0	content_item
Creative class	5	—	5	5	not stored yet
Dialogue style	5	—	0	0	not stored yet
Lifecycle stage	5	3	5	0	content_item
Content origin	4	2	0	0	content_item
Media model	4	—	4	0	not stored yet
Music role	4	1	0	0	content_music
Pacing	4	4	0	0	content_item
Production quality	4	—	0	0	not stored yet
Sentiment	3	—	3	0	analysis_run
Dimensionality	2	—	2	2	not stored yet
Execution	2	—	2	2	not stored yet
Ownership class	2	2	2	0	content_item
Spec type	2	—	2	0	not stored yet
Content type msft	—	—	—	—	not stored yet
Cultural code	—	—	—	—	not stored yet
Genre	—	—	—	—	not stored yet
Journey stage	—	—	—	—	content_item
Marketing level	—	3	—	—	content_item
Placement	—	2	—	—	content_placement
Platform type	—	12	—	—	links
Proof strength	—	—	—	—	not stored yet
Source tier	—	—	—	—	not stored yet
Touchpoint	—	—	—	—	not stored yet
Touchpoint type	—	—	—	—	not stored yet

Moments — one beat inside a video

Axis	Values	In use	Defined	Rules	Stored
Offering form	16	10	0	0	content_segment_classifications
Moment category	14	12	7	0	content_segment_categories
Shot type	12	22	0	0	content_segment_classifications
Narrative role	11	12	0	0	content_segment_classifications
Behavior motion	9	9	2	0	content_behavior
Moment group	8	—	0	0	not stored yet
Moment family	6	6	0	0	content_segment_classifications
Product role in moment	6	6	0	0	content_segment_classifications
Behavior treatment	5	3	0	0	content_behavior
Product visibility	5	8	0	0	content_segment_classifications
Human presence	4	4	0	0	content_segment_classifications
Interest type ⚠ not in the registry	—	17	—	—	content_segment_classifications
Moment type · open level	open	577	—	—	content_segment_classifications
Motion state ⚠ not in the registry	—	5	—	—	content_segment_classifications
Visual theme ⚠ not in the registry	—	550	—	—	content_segment_classifications

Entities — companies, people, products

Axis	Values	In use	Defined	Rules	Stored
Credit role	65	7	5	0	content_credit
Role category	32	10	32	0	entity_people
Product category	20	9	20	0	products
Company type	17	5	0	0	entity
Department type	16	6	16	0	entity_departments
Entity role in content	13	5	5	0	content_entity
Relationship event type	7	2	7	1	relationship_events
Credit entity type	6	—	0	0	not stored yet
Entity kind	5	4	0	0	entity
Market segment	4	—	4	4	not stored yet
Market tier	4	—	4	4	not stored yet
Primary entity type	4	—	4	0	not stored yet
Feature type	3	3	3	0	product_features
Product type	3	4	3	0	products

Groupings — campaigns, events, programmes

Axis	Values	In use	Defined	Rules	Stored
Campaign type	21	11	21	2	campaigns
Event participation role	14	4	14	0	event_participations
Campaign company role type	9	3	9	4	campaign_companies

Services — what a client buys, down to the rulebook crafts

Axis	Values	In use	Defined	Rules	Stored
Verbal discipline	6	5	0	0	content_item
Creative discipline	—	—	—	—	not stored yet
Visual discipline	—	—	—	—	not stored yet

System — operational vocabularies

Axis	Values	In use	Defined	Rules	Stored
Evidence type	6	—	6	0	not stored yet
Intelligence status	6	4	0	0	content_item
Provenance	4	—	3	4	not stored yet

Where to look next

• What these vocabularies are FOR — the model: entities, groupings, content, moments.
• How much of the model is filled in — the state of the data.
• Where the model and the live system disagree — the conformance report.
• What is still undecided — the open questions.