Marketing Code-X

Respect Rituals

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Carhartt website

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.

RESPECT RITUALS” NORM: The best way to keep traditions alive is to pass them down from one person to another.

Coleman “Building American Adventures” commercial.

RESPECT RITUALS” FORMS: Hunting, fishing, camping, etc. Reverential. “It’s in your family tree.” “Respect for tomorrow.” “Hunt your legacy.”

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, Spirit of the West