Marketing Code-X

Rustic Real

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Jack Daniels 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.

Budweiser 2018 Super Bowl commercial

RUSTIC REAL” NORM: Rural life is simple, honest — an ideal towards which we all should aspire.

Coleman “Tailgating”

RUSTIC REAL” FORMS: Men for whom flannel shirts are actually work-wear. Sense of community, not solo hipsters. Proud. “Beer country.” “This is Ram Nation.” “Our town.” “Thank God I’m a country boy.”

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