Marketing Code-X

On the Town

Image for On the Town

Rémy Martin

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.

Hennessey Black commercial

ON THE TOWN” NORM: Urban night on the town — fashionable, sophisticated, exciting and fun. Cosmopolitan, aspirational, urbane.

E&J XO social media

ON THE TOWN” FORMS: Black and white; night time — punctuated by red neon glow. Urban setting — as far as we can tell. Lighting from behind the bar. Sophisticated, chic fashion: black clothes, little black dress. (See the brands Hennessy Black and Black Velvet). Dimly lit nightclub scenes Fashionably dressed club goers. “Things are getting interesting.”

From a 2016 study of the STATUS SYMBOL space — within the Brown Spirits category.

Tags: CODE-X