Marketing Code-X

Crushing It

Image for Crushing It

Peloton commercial

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.

Blue Apron commercial

CRUSHING IT” NORM: You’ve achieved a goal you thought was impossible — now it’s time to celebrate.

REI social

CRUSHING IT” FORMS: Fist pumping, arms triumphantly in the air, holding up bicycles and signs in celebration, expression of relief and triumph.

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