Marketing Code-X

Night Life

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Bomani 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.

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NIGHT LIFE” NORM: Coffee is an invigorating mixer when I’m on the town.

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NIGHT LIFE” FORMS: Upscale nightclub/bar scene. Coffee product juxtaposed with bartender’s bottles and mixology implements and garnishes. Coffee product in a champagne context disco ball, tinsel curtains, glitter, fancy bucket of ice. Cutting loose, shedding inhibitions: “Most likely to win ‘Life of the Party.’

From a 2021 study of the WELL-GROUNDED territory (connecting, reprioritizing, savoring life) within the US Coffee category.

Tags: CODE-X, Coffee, Well-Grounded