Marketing Code-X

Freak Flag

Image for Freak Flag

Lady Gaga for Tudor: “Born to dare”

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.

The Venetian: “Come as you are”

FREAK FLAG” NORM: Tap into your innermost, authentic self and let the world see what makes you tick. Luxury means saying what you think, showing who you are, absolutely confident and creative. There is a (safe) thrill that comes with this sort of uninhibited display of a side of yourself that you may normally repress.


FREAK FLAG” FORMS: Iconic figures known for unashamedly putting themselves out there. People behaving or dressing in a ”crazy” way — and yet they seem more “together” than anyone else. Language about living boldly (“Born to dare”) and acceptance (“Come as you are”).

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

Tags: CODE-X, Luxury