Marketing Code-X

Actions Speak Loudest

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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 “Stand By You” commercial

ACTIONS SPEAK LOUDEST” NORM: Let your actions do the talking; the less said, the better.

Jeep “Anti-Manifesto” commercial

ACTIONS SPEAK LOUDEST” FORMS: Men performing courageously, but not talking about it. Tough guys with no need to boast. Taciturn. “Talk less.” “How many car ads have you seen with grandiose speeches?”

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