Marketing Code-X

Lucid Dream

Image for Lucid Dream

Louis Vuitton retail

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.


LUCID DREAM” NORM: Life can be a dream — where you get to invent all the rules.


LUCID DREAM” FORMS: Fantastical contexts — stranger and more colorful than everyday life. People posed in odd postures — like sleepwalkers, perhaps. “Play it like Hermes.”

From a 2022 study of the US Luxury space — across categories.

Tags: CODE-X, Luxury