Marketing Code-X

New Money

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The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.

“NEW MONEY” NORM: Celebrating your newfound social status and success — and learning how to pass for one of those who’ve already made it there.

“NEW MONEY” FORMS: Language urging you to educate yourself, and also encouraging you to celebrate your success. “Unlearn tasteless. Relearn taste.” “#KnowtheDifference” (Belvedere). “Give the gift that shows you know.” (Don Julio) “Handmade for the selfmade” (Herradura). “The arrival of A-list cocktails” (Crystal Head). “The sweet smell of success.” (Crown Royal).

(From a 2016 audit, commissioned by a global spirits company, of “Premium Spirits.”)

Tags: CODE-X, Luxury, Spirits