Marketing Code-X

You’ll Get There

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SmokeFree.gov PSA

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.

Depend website

YOU’LL GET THERE” NORM: You’ve lost something important to you — your life isn’t what it used to be. Now it’s time to reclaim what you’ve lost.

Weight Watchers magazine feature

YOU’LL GET THERE” FORMS: People doing what they love — hiking, laughing, etc. People proudly demonstrating that they’ve got it back. Coach/life coach tonality. “Don’t hold back.” “Do the things you enjoy.” “I found my ____”. “Get back in shape!”

From a 2018 study of the GET IT BACK space, defined as “Yes, your life has changed for the worse — but there’s reason to be optimistic. We can fix this.

Tags: CODE-X