Marketing Code-X

Get ‘Er Done

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Bayer "Cleaning Windows" 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.

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GET ’ER DONE” NORM: A blue-collar attitude towards pain. Don’t let it stop you from getting the job done.

Motrin print ad

GET ’ER DONE” FORMS: Images of people working hard — often at agricultural and blue-collar jobs. Language appealing to your blue-collar attitude — pride in being able to put in a good day’s work no matter what the problem. “American doers.” “For the days you won’t let pain get in the way of getting it all done.”

From a proprietary 2019 study of the Back to Normal space within the Pain category (US).

Tags: CODE-X