Marketing Code-X

No Tradeoff

Image for No Tradeoff

Nest 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.

Zipcar ad

NO TRADEOFF” NORM: No need to choose between Option A and Option B — we’ll help you achieve both at once.

JetBlue website

NO TRADEOFF” FORMS: People multitasking smoothly. People who are both A and B — stylish and strong, exploring and enjoying domesticity, etc. Paradoxical. “Book your family home.” “Zipcars live in Park Slope.” “Live studio cycling from home.”

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