Marketing Code-X

Precision Care

Image for Precision Care

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.

Oatly website

PRECISION CARE” NORM: We are constantly perfecting our technique.

Fairlife website

PRECISION CARE” FORMS: Industrial precision. Gleaming machinery at work. Precision measuring instruments (e.g., thermometer). ”Rational” pack architecture. Modernist looking packaging. Sharp lines, blocky shapes — rather than organic curves. Behind the scenes. “Fresh milk tastes better. That’s a fact. It’s the reason why we take great care of our milk and quick-chill it down to 37°, keeping it cool all the way to your local store.” (Fairlife)

From a 2022 study of the MAKING PROGRESS territory — associating milk with improved, science-driven farming/production techniques — within the Dairy & Non-Dairy Milk category.

Tags: CODE-X, Making Progress, Milk