Marketing Code-X

Yes We Can

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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.

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