Marketing Code-X

Rebel Tribe

Image for Rebel Tribe

Levi's 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.

Red Bull website

REBEL TRIBE” NORM: When you reject civilization, you’ll need a tightly-knit band of fellow malcontents to help out.

Converse print ad, Mountain Dew website, Beats By Dre Twitter, Harley Davidson Twitter

REBEL TRIBE” FORMS: Groups of individuals depicted as unlike mainstream society, yet in some way like one another. Language indicating the group’s deep bonds: e.g., “Family,” “Tribe,” “Cult.”

From a 2017 study of the BREAK FREE (defined as: freedom from internalized social and cultural norms) territory within the Adventure space in US brand communications.

Tags: CODE-X