Marketing Code-X

Charging Up

Image for Charging Up

Clif website

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.

Natural Delights ad

CHARGING UP” NORM: The adventurer’s body is a machine — without adequate fuel, the adventure will fail.

Clockwise from top left: Gatorade logo, Nuun social, Red Bull social, Krave social.

CHARGING UP” FORMS: Adventurer consuming product. Product juxtaposed with adventurer. Logo signifying energy. Comparisons of product and fuel: “Feed your adventure,” “Fuel for peak performance.”

From a 2017 study of the TAKE CHARGE (defined as: freedom to control your life, take the lead, realize a vision) territory within the Adventure space in US brand communications.

Tags: Adventure, CODE-X, Take Charge