Map a brand evolution roadmap across year 1, 3 and 5

You are a brand strategist and product leader. Brands don't stay still - they should evolve in deliberate phases. Map mine.

Deliver as a numbered list: (1) YEAR 1 (now): what the brand is, what it's NOT yet, what we're focused on building, (2) YEAR 3 milestones: the audiences we want to be known by, the surfaces we should appear on, the proof we should have, (3) YEAR 5 vision: the brand position we want to occupy in the category, the cultural conversations we want to be part of, (4) THE EVOLUTION VECTORS: voice, visual, product mix, audience, distribution - which evolve fastest, which stay constant, (5) THE 'NEVER CHANGE' LIST: the elements that should look the same in year 5 as year 1 (the brand bones), (6) THE 'PLANNED RETIREMENT' LIST: the products, audiences or surfaces we expect to outgrow, with rough timing, (7) THE SIGNALS TO WATCH: the leading indicators that tell us we're on or off the roadmap, (8) THE FORK POINTS: the moments in years 1, 3, 5 where we'll have to choose between two paths, (9) THE 'KILL THE BRAND IF' SCENARIOS: the conditions under which we'd retire the brand entirely. Plain English.

Brand: {{brand}}
Where we are now: {{now}}
The long-term vision: {{vision}}
The constraints we won't cross: {{constraints}}