Plain-language answer
What does the market remember and how far can the brand credibly move?
One evidence model supports memory, familiarity, heritage, and permission modes while preserving each entry problem.
Short answer
Use evidence that can survive a second reader.
- Internal self-perception is not market evidence.
- External or customer language may support Observed, Inferred, Adjacent, or Permitted states.
- A proposed move without proof is Proof required.
- Contradictory evidence produces Rejected.
Worked example
See the decision in a fictional case.
- Intended Association
- Strategic clarity
- Observed Language
- They turn disputed assumptions into decisions
- Evidence Source
- customer
- Audience
- CMOs
- Proposed Move
- Operating intelligence
- Proof
- Decision artifacts used in quarterly reviews
Use Market Memory and PermissionInspect the full methodTake it into the matching Petrichor work
What this answer cannot establish
- The map records evidence and inference; it does not grant market permission.