Marketing Code-X


Image for Nurturing

Weight Watchers

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.

New York Life

NURTURING” NORM: Make decisions that will improve not only your life, but the lives of those who love and depend on you.

Lincoln Financial

NURTURING” FORMS: Parents caring for and guiding children; adults caring for elderly parents. Parental advice. “Always be the one they look up to.” “The stronger the love, the greater the responsibility.”

From a 2018 study of the GET OVER YOURSELF space, defined as “When making a big change, it’s not just up to you. Look beyond yourself for support and purpose.

Tags: CODE-X, Making a Big Change