Marketing Code-X

Rebel Rebel

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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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REBEL REBEL” NORM: Defy expectations, declare your independence, invent your own rules to the game.

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REBEL REBEL” FORMS: Bold, striking. People (and creatures) who don’t care if they fit into the status quo. Playing by their own rules. Rebellious. “Release yourself back into the wild.” “Declare your independence.” “Belong anywhere.”

From a 2019 audit of the “Eat the Peach” space. Defined as: Makes me feel self-reliant, able to take action by breaking things down so I can understand them easily, representing me, thinking/feeling the way I think/feel.

Tags: CODE-X, Eat the Peach