Advancing brand purpose: How Crayola elevates its long-standing mission to a compelling go-to-market strategy and an inspiring point of view on creativity as an essential life skill

Victoria Lozano
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Victoria Lozano: Executive Vice President, USA

Journal of Brand Strategy, 2024, vol. 13, issue 1, 29-41

Abstract: Founded in the early 1900s, Crayola was grounded in a deep sense of purpose and a fundamental belief that creativity is essential to each individual child and the collective potential of a nation. Discover how Crayola has re-sharpened its focus on the brand’s mission and translated that focus both internally to nurture its culture and externally to propel its go-to-market strategy. Learn about Crayola’s strategic framework and the multitude of ways that framework is translating into compelling products and collaborations, engaging experiences and impactful content that aims to further deepen consumers’ relationship with the brand. This paper describes Crayola’s point of view on creativity and its ambition to help drive a societal shift in understanding and appreciation of creativity as an essential life skill crucial to future potential.

Keywords: corporate culture; creativity; innovation; brand purpose; brand identity; mission; social impact; advocacy (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2024
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