Marketing Code-X

Get Granular

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Dolce & Gabbana 2022

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.

Ritz-Carlton 2022: “A gift like no other”

GET GRANULAR” NORM: Explore your senses, and be mindful of the fine details of the world around you.

Aston Martin 2022 — ”You were asleep at the wheel. Until now.”

GET GRANULAR” FORMS: Rich contexts featuring an enormous number of details — maximalism, a strong contrast with minimalism. Loving close attention to textures, surfaces. Language about uniqueness: “like no other.” Language about awakened senses: “You were asleep at the wheel. Until now.”

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

Tags: CODE-X, Luxury