Marketing Code-X

New Normal

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Nest ad

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.

WeWork website

NEW NORMAL” NORM: The future has already arrived, and it’s not particularly disruptive — just a more efficient, productive, pleasurable way of life.

Google/Nest website

NEW NORMAL” FORMS: Sleek, spare contexts and appurtenances. A livable future — same as the present, but subtly more high-tech. Calm. “Work better together.” “Better is when all your stuff works together.” “Security is easy to live with.”

From a 2019 audit of the “Future Is Now” space. Defined as: Makes me feel able to take action by reassuring me that I’m working with the most up-to-date tools, engaging with the latest thinking, moving smartly forward.

Tags: CODE-X, Eat the Peach