Marketing Code-X

Break Out

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Bose: “However you feel, really feel”

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.

Ray-Ban 2022

BREAK OUT” NORM: Act spontaneously, break through your own cocoon of complacency and feel all the feelings.

Lexus: “What emotion fits in the palm of your hand? We were curious about that too.”

BREAK OUT” FORMS: Men allowing themselves to feel true emotions. Men and women breaking through barriers which figuratively represent their own inhibitions. Men and women attuned to their senses — because a layer of inhibition has been stripped away, leaving them vulnerable and ultra-sensitive. Language about emotions (“However you feel, really feel”) and spontaneity (“You’re on”).

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

Tags: CODE-X, Luxury