Marketing Code-X

Smoky Soul

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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.

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.

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