Marketing Code-X

Samurai Style

Image for Samurai Style

Zoë Kravitz for Omega

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.

Keanu Reeves for Saint Laurent

SAMURAI STYLE” NORM: Nomadic and bad-ass — but with a serious purpose.

LeBron James for Rimowa

SAMURAI STYLE” FORMS: Luxury means moving freely around the country and planet, as necessary to accomplish very specific goals (whether for-profit or nonprofit)… for which you, and only you, are perfectly suited. Men and women, usually wearing black, who are supremely competent and confident — and could pop up anywhere. Stealth mode.

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

Tags: CODE-X, Luxury