Marketing Code-X

Evolved Methods

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Straus Family Creamery social

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.

Silk social

EVOLVED METHODS” NORM: Newer and better ways of producing milk products.

Not Milk print ad

EOLVED METHODS” FORMS: Manifesto-like tonality. “REDUCING CHEMICALS” (Stonyfield) “100% GRASS-FED” (Maple Hill) “CLIMATE POSITIVE” (Straus Family) “NO ANIMALS WERE HARMED IN THE MAKING OF THIS MILK” (Not Milk). Invocation of the future: “We’re pioneers, pushing organic into the future” (Horizon) “What is the future of milk?” (Straus) “The many flavors of progress.” (Silk). Idealistic and un-capitalist: “We promise that making balanced nutritional products that help people upgrade their lives will always come before the reckless pursuit of profit.” (Oatly)

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