Marketing Code-X

Lifestyle Upgrade

Image for Lifestyle Upgrade

AIRBNB website

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.

Zipcar social

LIFESTYLE UPGRADE” NORM: Live a first-class life on a coach-class paycheck. Experience the finer things in life. We’ll spoil you.

JetBlue website

LIFESTYLE UPGRADE” FORMS: The luxe life made available to all. Sumptuous details. Modern, chic, stylish. Aspirational. “Live like a boss without the stress of one.” “Verified for style.” “You above all.”

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