Marketing Code-X

Yes We Can

Image for Yes We Can

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

YES WE CAN” NORM: Alone, we can’t fix society’s/the world’s problems (or transform our own lives), but together we’re unstoppable.

YES WE CAN” FORMS: Close-knit groups of people, shoulder to shoulder. Celebrating a mutual accomplishment. Standing in solidarity together. Bonding tonality: “Welcome to the sisterhood.” “Together we go far.” “Every trail connects.” “United we thrive.”

From a 2019 audit of the “Purposeful Choices” space. Defined as: Makes me feel self-reliant, able to take action by doing the heavy lifting for me, offering me easy and viable choices to do the right thing, inviting me to band together with like-minded peers, reassuring me that I am welcome.

Tags: CODE-X, Purposeful Choices