Marketing Code-X

Expanded Options

Image for Expanded Options

AIRBNB 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 ad

EXPANDED OPTIONS” NORM: We’ll reveal possibilities and opportunities that you’ve never even considered.

Impossible website

EXPANDED OPTIONS” FORMS: Intriguing, provocative glimpses into how you might live your life differently. Soft, rosy glow — it’s a vision of paradise. Life coaching. “Be loved. Look lovely. Do good.” “Street dance in the Bronx.” “Endless impossibilities.”

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