When you think of Crayola, you probably think of crayons. But for Victoria Lozano, Crayola’s Chief Marketing Officer, the brand is far more than a childhood staple. It’s a multi-sensory, cross-generational experience.
In this episode of The Modern Customer Podcast, Lozano shares how Crayola turns creativity into a business strategy. Her team leads not just marketing, but education, apps, in-store experiences, and branded content—all part of what she calls “an ecosystem of products, content, and experiences” designed to inspire.
Highlights from the episode:
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A campaign powered by emotional insight—91% of parents use color to influence their child’s mood
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Crayola’s award-winning Create and Play app and its role in personalization
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How the brand connects across generations with in-store, digital, and experiential strategies
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Why adult creativity and purpose-driven storytelling are key to the future of CX
As Lozano puts it:
“We’re not just crayons. We’re a brand that helps people rediscover their creative superpower.”
It’s a must-listen for anyone rethinking how creativity and emotion can power long-term customer loyalty. Tune in now to hear how Crayola transforms emotion into experience—and experience into growth.
Listen to the episode on Apple Podcasts, Spotify or your favorite podcast platform.
Blake Morgan was called “The Queen of CX” by Meta. She is a customer experience futurist and author of three books on customer experience. Don’t miss her new book, “The Eight Laws of Customer-Focused Leadership.” To learn more visit www.8CXLaws.com.
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