Marketing Code-X

Force Field

Image for Force Field

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

FORCE FIELD” NORM: Sense of relief and security — your children are being physically protected, wherever they go.

FORCE FIELD” FORMS: Force field protecting against dirt/germs/outside world. Umbrella visual metaphor. Encompassing line used as graphic design element. “Fewer sniffles. More princess parties.” “Lifeproof.” “Stomp out ___.” “Simply protect.”

From a 2020 audit of the Parenting space. Thanks, Kelly Webster, for the assist.

Tags: CODE-X