Marketing Code-X

Heart on Sleeve

Image for Heart on Sleeve

Carhartt 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.

Levi’s “Love What You Wear” commercial

HEART ON SLEEVE” NORM: Believing in a right, true way to live — and then living that way, every day.

Volcom motto: “True to this”

HEART ON SLEEVE” FORMS: People truly dedicated to what they’re doing. Living, working, and playing with passion. “Move like you mean it.” “Soul.” “Built on purpose.” “True to this.”

From a 2018 study of the Timeless & True space — defined as staying true to yourself, a vanishing way of life — and what really matters.

Tags: CODE-X