Consumption is the outcome of how consumers interpret what its needed to support an identity composed of complex motivations and perceptions. The function of advertising is to symbolize (build Symbolic Value) the statuses and aspirations of human identities, and that is how it is interpreted by consumers.  Advertising is On-Code when it matches the way consumers interpret (build meaning) their identity.
Here’s the Mindcode:  brands should promote the building of Symbolic Value as a way to help consumers build their own identity.

Eduardo Caccia

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