Verbal system · The vocabulary · Element
The avoided words
Words the brand does not use.
The part
What it is
Category jargon, inherited internal shorthand, and terms that mean something different to customers than to the organisation.
The reason matters: an avoided word with no reason is reinstated by the next person who likes it.
The smallest level
The attributes it carries
Each attribute is one of the framework’s shared types. What a date is, and how it is written, is defined once for the whole model — the note here says what it means in this particular place.