Marketing Code-X

No (City) Limits

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North Face 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.

Palladium Boots social

NO (CITY) LIMITS” NORM: Opportunities to test yourself are all around — you don’t need to go into the wilderness.

Monster social

NO (CITY) LIMITS” FORMS: Adventurers testing their skills, curiosity, bravery, fortitude, etc. — but in an urban context.

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