Marketing Code-X

All Weather

Image for All Weather

Columbia ad

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.

Carhartt

ALL WEATHER” NORM: Bad weather can’t stop, or even slow down, our determined efforts.

Ram Trucks “Skate” commercial

ALL WEATHER” FORMS: Working people pressing forward with their tasks, relentlessly — despite wind, rain, snow, cold. Defiant, courageous. “It doesn’t fear the weather ahead,” “If this shirt had a finger…”

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

Tags: CODE-X