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This document presents an introduction to the symbolic code bootcamp taught by Cristóbal Cabo and Jürgen Klaric. The bootcamp addresses concepts such as the subconscious meaning that people attribute to different categories and cultural concepts (symbolic codes), and how these codes can be strategically used by brands. The document also summarizes the theoretical foundations of symbolic code through the ideas of Carl Jung, Edward Bernays, and Paul MacLean on the collective unconscious, the

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