SXSW 2024: How Jungian Archetypes Can Humanize Modern Brands
This talk explores how timeless Jungian archetypes help brands unlock deep consumer emotions.
Branding, Strategy
SHAREAt SXSW 2024, our TinyWins Chief Strategy Officer and Co-Founder Lillian Marsh took the stage with a simple idea: brands don’t fail because they lack data — they fail because they lack character.
In How Jungian Archetypes Can Humanize Modern Brands, Lillian shows how the world’s most recognizable brands stay emotionally consistent while evolving over time. The talk breaks down how archetypes help brands sound like themselves across campaigns, channels, and moments — without getting boring or boxed in.
Watch the full SXSW 2024 session here:
How Jungian Archetypes Can Humanize Modern Brands
Coming up: SXSW 2026
Lillian returns to the Austin stage this March for SXSW 2026 with Your Brand Has Multiple Personalities. Is That a Problem? — a fresh take on how modern brands can hold nuance, range, and evolution without losing clarity. Join us live at the event or stay tuned for more.
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