SXSW 2025: Is your brand treeing?

“Raise your hand if you’ve heard of treeing!” said Andy Roddick, former pro Tennis player and my high school celeb crush back in the day. I embarrassingly kept my hand down and surveyed the crowd in Austin to see who else was “in” on the lingo.

It’s a term often used in tennis (and now pickleball) to refer to someone playing above their skill set, but usually for a very limited time. Essentially, you’re successful, but it’s a fluke! As Andy and Brene Brown talked on his podcast, Served, they laughed about having both experienced ‘treeing’ until they were able to master that next skill that leveled up their play more consistently.

As a marketer, I sat with that notion, wondering for my brands and the trends that we so often try to keep up with. How do we know if we’re treeing or ready to push past it to the next level?

The great thing about SXSW is you can choose your own adventure. Marketing seminar, podcast recording, a 101 on office gossip, you name it, they have it. Beyond the sessions, your brain is spinning with creativity as you experience brand popups, new music, art installations and film. But on my journey, session after session, this thought stuck in my head.

Listening to market leaders talk about navigating their category to push past treeing and into the next arena of growth and adoption, I wondered, what was the secret sauce? What were the key trends among those that have pressed on beyond treeing to maximize potential?

Feel the feels. Jenny Whitlock of the NBA spoke about using new entry points and experiences to create future growth with new audiences for your brand. What do you call a feeling that is nostalgic for your core fanbase and yet completely new to a different audience or generation? Newstolgia. This macro trend is the key to unlocking emotional connection and core memories for fans across a variety of categories and generations. It opens up opportunities for teams to redefine what it means to fall in love with their brand.

Redefine the playbook. The playbook for spirits brands is tried and true. Follow the regulations, start in restaurants and bars, let them try it, then expand to retail. Kat Hantas of 21SEEDS told how their unconventional approach to distribution contributed to the success of the brand in the first three years, positioning them for great potential with an acquisition by Diageo.

Play to win. This may seem obvious, but as Brene Brown pointed out, there’s a big difference in playing to win vs playing not to lose. Her latest research on game theory examines the champion mindset and how winning teams navigate negative contagion by focusing on the next hit instead of avoiding the obstacles they face. What a great reminder to keep your eye on the prize instead of being distracted by the competition.

Meet your audience where they are… both in messaging and product development. My colleague Aimee Goldstein attended a number of sessions on this and contributes: “Consumers quickly detect insincere brand integrations. The key to success lies in listening rather than dictating, leveraging fandom and cultural affinities to create natural, meaningful connections. Social media is now a learning platform, where everyday people, not just polished celebrities, drive engagement through relatable experiences. Beyond marketing, product development should also reflect audience needs by identifying and filling gaps in the market. A prime example is Kin Euphorics, which created a non-alcoholic social beverage to satisfy unmet demand. By aligning both content and products with genuine consumer desires, brands can drive long-term growth, with new adopters and old fans alike, in a meaningful way.”

Consider how your business or brand can embrace these approaches to level up their game. We all want to punch above our weight and find success, but only if we prove consistent in that endeavor will we continue to grow and maybe even raise the stakes for others.