Marketing Code-X

Running Late

Image for Running Late

Forto website

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.

Maxwell House filter packs – “No measuring! No mess!”

RUNNING LATE” NORM: Coffee needs to fit efficiently into my overly busy lifestyle.

Dunkin’ Cold Brew website – “Brewed Slow. Served Fast.”

RUNNING LATE” FORMS: Depictions of fast-paced, no-time-to-spare lifestyle. Fast-paced, efficient tonality — just like you. “Brewed slow. Served fast.” “No measuring! No mess!”

From a 2021 study of the RISE & GRIND territory (within the US Coffee space).

Tags: CODE-X, Coffee, Rise and Grind