Marketing Code-X

Feral & Feline

Image for Feral & Feline

Kendall Jenner for Burberry

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.

Hermes 2022

FERAL & FELINE” NORM: Tap into your inner wildcat. Stalk your prey, go after exactly what you want without remorse.


FERAL & FELINE” FORMS: Women (often, not always) crouched and posed in cat-like postures. Not housecats, though — panthers, tigers, leopards. Apex predators. Sly, self-contented facial expressions.

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

Tags: CODE-X, Luxury