Marketing Code-X

Breathe Deep

Image for Breathe Deep

Marmot 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.

Athleta social

BREATHE DEEP” NORM: Not about resting and recharging, or contemplating the cosmos, but appreciating the moment.

The Girl Outdoors website

BREATHE DEEP” FORMS: Adventurers in nature with faces tilted to the sky, eyes often closed, quietly soaking it all in.

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