Marketing Code-X

You’re Covered

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One Pill Options (Gilead)

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.

NIke website

YOU’RE COVERED” NORM: We’re sweating the details for you, and taking care of the problem, so that you can focus on your everyday life.

Biktarvy website

YOU’RE COVERED” FORMS: People actively engaged in normal routine — blending in with everyone else around them, which is the whole point. Motivational speaker tonality — lots of emphasis. “Help you focus on TODAY.” “This is SLAM.”

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, Making a Big Change