Marketing Code-X

Combat Ready

Image for Combat Ready

Gal Gadot for Tiffany

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.

Moncler 2022

COMBAT READY” NORM: Prepared to deploy — and conquer — any time, any place.

Robert Pattinson for Dior

COMBAT READY” FORMS: Women (most often women, these days) striking warrior poses — chin up, shoulders back, steely gaze, almost undetectable smile. Often extreme/grim contexts — as though they’re embarking to battle. Language about battle and victory.

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

Tags: CODE-X, Luxury