Marketing Code-X

Antihero

Image for Antihero

Armani

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.

Alexander McQueen

ANTIHERO” NORM: Are you a hero or a villain? Only history can answer that question.

Cadillac Escalade

ANTIHERO” FORMS: Themes : You’re stealth but also not shy about showing off. You’re out to make your mark, and you want everyone who is in your same elite league (but not anyone else) to know it. Tough, somewhat menacing — but not totally brutal or evil — figures. Outfits and accessories that leave an indelible impression. Bold — but not garish — colors. Swaggering, somewhat confrontational body language.

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

Tags: CODE-X, Luxury