Marketing Code-X

Southern Hipster

Image for Southern Hipster

Fighting Cock social

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them 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.

Southern Comfort social

SOUTHERN HIPSTER” NORM: Depictions of a way of life that is affectionately ironic towards southern traditions and culture. Note that this code seems to be activated on primarily by flavored brown spirits.

Piehole social

SOUTHERN HIPSTER” FORMS: “Southern hospitality” “born and raised” (Southern Comfort), “Ain’t that a peach” (Piehole). Vintage style — Pinup fashion, tattoos, record shops, old books, Roller Derby looks , mason jars. Tattoos, beards. Vintage camera Instagram tone to pictures. Suggestion of a laid-back, southern way of life — i.e., life is not about nightclubs, juggling busy schedules, achieving financial success.

From a 2016 study of the REINVENTING THE GAME space — within the Brown Spirits category.

Tags: CODE-X, Spirits, Whiskey