Marketing Code-X

Peak Experience

Image for Peak Experience

REI Outessa ad

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.

Man vs. Wild ad

PEAK EXPERIENCE” NORM: Not about gaining perspective — it’s about reaching new heights, clawing your way to the top.

Clockwise from top left: Patagonia website, North Face logo, Doritos commercial, GoPro social

PEAK EXPERIENCE” FORMS: Mountaintop as metaphor for proving your ability to overcome obstacles. Proud-faced selfies. Encouragements to succeed on your own terms: “Blaze a trail.”

From a 2017 study of the TEST YOURSELF (defined as: achieving freedom from any physical constraints holding you back) territory within the Adventure space in US brand communications.

Tags: Adventure, CODE-X, Test Yourself