Marketing Code-X

Family Tradition

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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.

FAMILY TRADITION” NORM: Passing along rituals and know-how.

FAMILY TRADITION” FORMS: Warm, almost literally fuzzy images — nostalgic. Holiday scenes. Often: moms cooking, dads fishing. Mostly sentimental, but can have an edge. Sense that by keeping past alive, you’re safeguarding future.

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

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