What does it take to turn a legacy brand into something bigger?

This week on Soul & Science, Jason Harris sits down with Victoria Lozano, former CMO and EVP at Crayola, to discuss how she helped evolve one of the world’s most recognizable brands into a multi-platform growth engine. Drawing on her experience in both marketing and finance, Victoria’s approach ties brand strategy directly to business results.

In their conversation, Victoria shares how redefining Crayola as a “creativity brand” unlocked new revenue streams, from in-person attractions to entertainment and digital platforms. She explains why the most effective brands know what they stand for: they’re built on clear, simple ideas that extend beyond a single product. They also discuss the realities of modern marketing, from navigating ambiguity and complexity to managing large teams that can execute with both creativity and discipline.

Key Takeaways ✅ Knowing what your brand stands for can unlock growth

✅ Successful ideas need time, iteration, and refinement

✅ Simplicity makes it easier to understand and execute the vision

✅ Focusing on what matters most increases your chances of success

✅ Innovation isn’t just products; it’s how the business evolves

Memorable Moments 💡 “Don’t get distracted by shiny objects.”

💡 “What difference do you make in their life?”

💡 “There’s no business you’ll ever be in where you don’t fail.”

💡 “Most successful businesses take a little bit of nurturing.”

💡 “You have to be comfortable living with ambiguity.”

Brought to you by Mekanism.