Mother’s Touch
Toilet paper as a vehicle for cuddling and caregiving.
Marketing
Decoding the norms (ideas, values, higher-order benefits) expressed via marketing forms (language, color, context, more).
Anti-Diet
"Be bad. Snack well."
Personal Product
Gum as an everyday carry — like car keys, or condoms.
Thick Description (Abduction)
How do we identify codes, and in doing so begin to construct a meaning matrix?
People Food
Pet food presented in people-food contexts.
Thick Description (Deduction)
How do we identify paradigms and thematic complexes?
Stay Home
“Staying home saves lives”
Mind-Blowing Gum
Wide-eyed expressions of shock and awe.
Thin Description
How do we surface and dimensionalize source codes?
Pet Family
Pets depicted as friends and family members.
Nurturer vs. Visionary
Making sense of how brands, media and culture are responding to COVID-19. (3 of 4)
New Money
Celebrating your newfound social status and success.
Personality Crisis
A brand suffering from a personality crisis will get lost in the noise of the category.
Old Money
The carefully un-ostentatious trappings of inherited privilege.