Time For A Reset Marketing Podcast: Insights from Global Brand Marketers
Welcome to Time for a Reset, the marketing podcast that gets behind the thinking of the industry’s sharpest leaders who are shaping the world’s most iconic brands.
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Time For A Reset Marketing Podcast: Insights from Global Brand Marketers
95 - Coloring the World with Creativity and Innovation: Victoria Lozano, CMO at Crayola
In this episode of Time for a Reset: Insights from Global Brand Marketers, brought to you by Overline, host Nick King speaks with Victoria Lozano, CMO of Crayola, about what it truly takes for legacy brands to stay culturally relevant. Victoria reveals how Crayola balances deep brand purpose with constant product innovation, thereby building an ecosystem that extends far beyond traditional marketing. She shares strategies for turning purpose into unified campaigns, expanding into experiential and digital spaces, leveraging brand heritage as a competitive edge, and using AI to empower creativity responsibly. Her insights equip senior marketers with a practical framework for long-term brand impact.
Topics Covered:
- Why the "Brand vs. Product" debate is obsolete, and why the most effective marketing strategy isn't choosing between brand elevation and product innovation; it's executing both simultaneously.
- How to translate brand purpose into a unifying campaign architecture: Crayola's "Campaign for Creativity" demonstrates how to align messaging across all touchpoints, from product launches to location-based entertainment.
- The framework for extending brand reach beyond traditional product categories: Moving beyond core offerings into experiential spaces (location-based entertainment), digital platforms (interactive apps), and cultural partnerships (limited-edition collaborations).
- How to leverage brand heritage and archives as competitive moats: Using a 40-year archive of children's artwork to reunite adult creators with their childhood creations isn't just nostalgia marketing; it's a defensible and authentic brand asset.
- The strategic approach to AI in consumer-facing applications: Position AI as an enabler of creativity rather than a replacement for human creation, especially for younger audiences.
- Why awareness of blind spots is the most critical leadership skill: The biggest marketing failures often stem not from details you sweated over, but from underlying assumptions you took for granted.
Victoria Lozano is Chief Marketing Officer at Crayola, overseeing all aspects of marketing and consumer engagement for one of the world's most iconic and culturally resonant brands. With a distinguished career spanning Fortune 500 companies, including Cadbury North America (where she led the $1.2B gum and mints portfolio), Miller Brewing Company, Warner Lambert, and Pfizer, she brings deep expertise in brand strategy, product innovation, and omnichannel marketing.
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