Marketing Code-X

Easy As ABC

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Blue Apron 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 website

EASY AS ABC” NORM: No steep learning curve, no need for prior knowledge or know-how, just jump right in. We’ll walk you through this.

WeWork social

EASY AS ABC” FORMS: Breaking tasks down to their constitutive parts. Simplified charts and diagrams — often child-like, or more sophisticated. Cajoling. Elementary. “Our 6 simple rules.” “No manual needed.” “Great advice.”

From a 2019 audit of the “Eat the Peach” space. Defined as: Makes me feel self-reliant, able to take action by breaking things down so I can understand them easily, representing me, thinking/feeling the way I think/feel.

Tags: CODE-X