Marketing Code-X

Smoky Soul

Image for Smoky Soul

El Yucateco Chipotle Sauce website — “Our Chipotle Hot Sauce is made from a rich blend of naturally smoked chipotle peppers. Its deep flavor enriches hearty dishes, and adds smoky notes and sweet heat to grilled meats.”

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.

Bull’s-Eye BBQ website — “Bull’s-Eye is the brand of authentic BBQ sauce that has the taste of ‘real western BBQ’ because of it’s bold blend of hickory smoke, molasses, real herbs and spices made in ranch country.”

SMOKY SOUL” NORM: Smoky flavor activates a sense of depth, groundedness and “Western” adventure.

Sweet Baby Ray’s Hickory Barbecue Sauce

SMOKY SOUL” FORMS: Earthiness. Brown, smoky color schemes. Burning wood. Earthy tonality: “Smoky tang,” “Earthy flavor,” ”Deep flavor” Where there’s smoke, there’s fire: “Smokey heat,” “smoky fire,” “fire roasted flavor” Grounded: “Authentic,” “Real Western BBQ,” “Made in ranch country.”

From a 2020 study of the Dig Deep space — defined as “Proving that you have true grit.”

Tags: CODE-X, Condiment