Marketing Code-X

Under the Stars

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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

UNDER THE STARS” NORM: Nighttime is for pondering your place in the cosmos.

Yeti social, Hipcamp website, Clif social, Prana website

UNDER THE STARS” FORMS: Gorgeous starry skies. Awestruck sense of infinity. Note: city lights can substitute for stars.

From a 2017 study of the EVOLVE (defined as: freedom to reinvent yourself and to create your own purpose) territory within the Adventure space in US brand communications.

Tags: Adventure, CODE-X, Evolve