TABOO Returns to SXSW Austin to Explore the Power of Breaking Bad Rules

After leaving audiences entertained — and a little speechless — at last year’s SXSW, Andrew and James Mackinnon of TABOO are returning to the stage in Austin next week. Their previous keynote, which saw the brothers shed light on the power of provocation in brand experience (along with their clothing), became one of the festival’s most talked-about sessions.

This year, they’re back with 'Taboo Brands: Breaking Bad Rules for Good Reasons' — a session exploring how breaking conventions can drive cultural impact and business growth. As brands become increasingly obsessed with measuring attention, the Mackinnon brothers will show why breaking patterns and defying norms is the key to creating brands that don’t just get seen, but remembered.

Founder and CEO Andrew Mackinnon believes the biggest risk modern brands face is slipping into what he calls ‘vanilla valley’ — where brands become so safe they’re forgotten.

"Most brands are too scared to take a risk, too scared to stand out in their category," says Andrew. "We’re seeing an identity crisis — brands too afraid to be loved, too afraid to be hated, and completely forgettable as a result. In marketing today, playing it safe is the biggest risk of all."

Reflecting on last year’s SXSW debut, managing director James Mackinnon added, "Honestly, after last year’s talk, we didn’t expect to be invited back to SXSW - or Texas for that matter. But after some robust discussions with the festival organisers, we’re excited to be gearing up for another session."

Known for their fearless, insight-driven approach to brand experiences and communications, the Mackinnon brothers promise an hour packed with unfiltered marketing truths, cultural provocations, and ideas that challenge everything you thought you knew about branding.

For anyone ready to unlearn, rethink, and reimagine, this will be an hour well spent. And if last year was anything to go by — expect the unexpected.

The session is scheduled for 4-5pm CT on Friday, March 7th, at the JW Marriott’s Salon 7.