Marketing Code-X

Dirt Don’t Hurt

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Carhartt website

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.

Redwing FB

DIRT DON’T HURT” NORM: You work, train, and play hard — you’re not afraid to get your hands dirty.

Jeep “4x4ever” commercial

DIRT DON’T HURT” FORMS: Men at work, or other tough pursuits — covered with, e.g., dirt, oil, blood, sweat, tears. Gritty. “Proven to last.” “Dirt don’t hurt.”

From a 2018 study of the Strong & Stoic space — defined as doing your duty, toughing it out, self-sacrificing, uncomplaining.

Tags: CODE-X, Spirit of the West