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The vocabulary — every axis, every value
This page is generated. Do not edit it by hand — run
scripts/atlas-vocab.py.
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 the registry itself, so it cannot drift from what the pipeline actually offers.
Read the gaps as part of the content. Of 973 live 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 crafts tree is the exception that shows what finished looks like: all 95 live crafts carry a complete rulebook.
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. A definition that has been drafted for review, and is not yet in the database, is marked proposed wherever it appears.
Services — the finished tree
- Services — what a client buys, opening down to the rulebook crafts: 95 live entries, every one with a complete rulebook and a page of its own.
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.