Marketing Code-X

Making Memories

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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.

MAKING MEMORIES” NORM: Everyday life is unmemorable — so find opportunities for special moments and experiences.

MAKING MEMORIES” FORMS: Instagrammable moments. Kids looking delighted and amazed. Wonder cabinet scenarios. “Memories are made ___.” “Fun has more stories.” “Revolutionary experiences.” “When the stories start with ___”

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

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