Marketing Code-X

Getting in Gear

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Clif Bar 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.

Luminox ad

GETTING IN GEAR” NORM: Choosing and preparing your equipment. Like CRUCIAL CATALYST — but about careful planning.

REI website, Cairn website, Subaru website, MINI Cooper website

GETTING IN GEAR” FORMS: Hero shots of equipment; gear organized as though for packing. No adventurers, usually. “Gear up for adventure,” “Essential gear,” “Trust your gear not the weatherman.”

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