Marketing Code-X

Kick Back

Image for Kick Back

Naomi Osaka in commercial for Beats by Dre

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.

Bottega Veneta

KICK BACK” NORM: There’s more to life than working hard — we applaud your idleness.


KICK BACK” FORMS: Men (almost always men) who “should” be climbing the corporate ladder, pursuing success, starting businesses, etc. — shown elegantly lounging. Not just sitting elegantly slumped, but actually prostrate and immobile. Naomi Osaka lying down on tennis net: “Move how you want.”

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

Tags: CODE-X, Luxury