Marketing Code-X

No Bull

Image for No Bull

Duluth Trading Co. Bullpen video

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.

Bulleit ad

NO BULL” NORM: Skeptical of marketing claims, telling it like it is — the unvarnished truth.

CAT/Caterpillar ad

NO BULL” FORMS: Unadorned, raw, all pretense stripped away. Purposely amateurish, “bad” marketing. Man-to-man. “What you see is what you get.”

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