Finding New Relevance for a Legacy Brand: Victoria Lozano’s Crayola Journey

[13:41] Shift Societal Conversation Around Creativity as a Core CMO Advocacy Role — Victoria positions the CMO role as not merely a growth driver but as a cultural advocate responsible for shifting how society values and nurtures creativity in both children and adults. Rather than treating this as brand marketing theater, she frames it as a substantive strategic priority that shapes product development, partnerships, education strategy, and media investment. CMOs can apply this by identifying one core societal value or belief that aligns with brand purpose and then systematically deploying marketing resources, research, partnerships, and content to shift public perception of that value. This approach generates earned media, attracts mission-aligned consumers, builds employee pride, and creates barriers to entry that pure product competition cannot match.