Marketing Code-X

Heart & Soul

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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.

REI social

HEART & SOUL” NORM: We’ll help you do what you love. Follow your passion.

WeWork social

HEART & SOUL” FORMS: Soulful gazes, profoundly happy people — shown doing what they care about most. Soulful. “I meditate so running becomes more than just running.” “It’s a good day to do what you love.”

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