Marketing Code-X

Kickass Zen

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Headspace ad

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.

Athleta commercial

KICKASS ZEN” NORM: Mind/body realignment, or getting outdoors, makes you stronger, faster, more resilient — it’s like acquiring a superpower.

Headspace commercial

KICKASS ZEN” FORMS: Dynamic, powerful, kinetic body language. Bold colors. Proud, self-confident facial expressions. Chin up, shoulders back. Paradoxical tonality: “Power in [meditation/yoga] practice.” “I meditate to get buckets.”

From a 2019 audit of the “Getting Whole” space. Defined as: Makes me feel self-reliant, able to take action by helping me get out of my own way, calming me down while also energizing me, restoring a neglected part of my inner life.

Tags: CODE-X