Marketing Code-X

Working Hard

Image for Working Hard

Goodyear "Noble Obsession" commercial

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”Principles” commercial

WORKING HARD” NORM: Putting in maximum effort, getting the job done well. Earning your reward.

Carhartt “Weatherman” commercial

WORKING HARD” FORMS: Men toiling at construction, farming, blue-collar work. Beer as reward for hard day’s work. Unstoppable. “Outwork them all.” “Sweat the details.” “Grit.” “Get more done.”

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

Tags: CODE-X