Marketing Code-X

True Grit

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Under Armour

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

Tag Heuer

TRUE GRIT” NORM: Get results — no matter how difficult the process is. Tough it out, stick with it.

Weight Watchers

TRUE GRIT” FORMS: Steely gaze. Athletes and athletics as metaphor for overcoming obstacles through sheer determination. Tough coach. “Don’t crack under pressure.” “Will finds a way.”

From a 2018 study of the IT’S UP TO YOU space, defined as “When making a big change, you’ll need to rely on yourself.

Tags: CODE-X, Making a Big Change