Marketing Code-X


Image for Boost

REI 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.

Video from WeWork website

BOOST” NORM: We’ll push you to achieve your full potential.

Athleta commercial

BOOST” FORMS: Motivational slogans juxtaposed with images of people working hard, at fitness or their careers or finances, etc. Athletic coaching. “#SUITUP.” “She who pushes you, powers you.” “Stay in the game.” “Get out of your own way.”

From a 2019 audit of the “Have It All” space. Defined as: Makes me feel self-reliant, able to take action by coaching me, pushing me, opening doors for me, lifting me up, lowering the cost of access, allowing me to remain who I really am.

Tags: CODE-X