Marketing Code-X

Friendly Advice

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TD Ameritrade campaign

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.

Verizon commercial

FRIENDLY ADVICE” NORM: You can feel confident in your decision making thanks to the guidance of an approachable, wise, caring expert.

A Positive Life PSA

FRIENDLY ADVICE” FORMS: Experts who aren’t suits in skyscrapers, or doctors/scientists in labs. They are warm, personable, yet authoritative. Welcoming. “You’re not alone.” “You can feel better now.” “I’m going to walk with you.”

From a 2018 study of the BELIEVE IN US space, defined as “When making a big change, trust us for advice and guidance.

Tags: CODE-X, Making a Big Change