Marketing Code-X

Live Simply

Image for Live Simply

Bulleit 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.

Stetson FB post

LIVE SIMPLY” NORM: Modern life makes us soft. Let’s return to a simpler, tougher, more fulfilling way of life.

Cabella’s anthem commercial

LIVE SIMPLY” FORMS: Hunting, fishing, camping, living off the land. Handwritten, purposely amateurish logos. Keep it simple, stupid. “Face time.” “Create wilderness out of empire.”

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