AG1 与 Crayola 两位 CMO 谈品牌建设，主张信念先于产品功能
Purpose Over Product: The Brand-Building Playbook of Paulie Dery and Victoria Lozano
- 1AG1 与 Crayola 两位 CMO 在 Adweek 播客分享品牌打法，主张靠消费者信念而非产品功能突围
- 2两位嘉宾主张把产品嵌入用户既有习惯培养每日使用，并把竞争对手视为时间与注意力的争夺者
- 3对谈给出 magic number 框架，用于让增长目标与高管层优先级对齐，为品牌投入换取预算支持
- 4在 AI 议题上，两人以能否增强消费者创造力与信任作为把 AI 纳入品牌策略的评估标准
两位消费品牌 CMO 的共识是，品牌溢价靠给消费者信念和日常习惯来维系，功能对比只会把品牌拖入比价战。
- 影响：同质化品类若停留在功能对比，容易滑向比价，维护溢价要转到消费者信念和日常习惯层面；品牌长期投入需要与高管层增长目标对齐才拿得到预算；引入 AI 时以是否增强用户创造力和信任为判断标准。
- 参考：可考虑先梳理自家产品已被用户嵌入的真实使用场景，把营销叙事从参数对比转向这些既有习惯；值得用一套高管层能验证的测算框架为品牌预算辩护；评估 AI 应用时可先问它是否替代了消费者的创造过程。
- 依据：内容为两位 CMO 在 Brandweek 2026 现场对谈中的经验口径，属从业者观点，暂无独立验证。
What does it take to build a brand that stands out without getting caught in a race to the bottom?
In this guest-only episode of Adspeak by ADWEEK, Paulie Dery, CMO at AG1, and Victoria Lozano, CMO at Crayola, share how brands can move beyond product benefits to create deeper consumer connections and lasting cultural relevance.
Recorded live at Brandweek 2026, the conversation explores how to protect premium positioning against cheaper alternatives by giving consumers something meaningful to believe in.
Paulie and Victoria discuss building authentic communities, embedding products into existing routines to encourage daily habits, and reframing competition around broader battles for time, attention, and lifestyle choices.
They also examine how marketers can balance immediate revenue goals with long-term brand investment, align growth targets with executive priorities, and approach AI in ways that strengthen consumer creativity and trust.
From AG1’s challenger mindset to Crayola’s enduring creative legacy, this episode offers practical lessons on turning brand purpose into everyday behavior, sustainable growth, and deeper consumer loyalty.
What you’ll learn:
- How to escape the “race to the bottom” by moving beyond feature-vs-feature comparisons
- Why giving consumers something to believe in matters more than listing product specs
- The “follow the tracks, don’t create them” approach to building authentic community advocacy
- How to build daily consumer habits by embedding your product into routines people already have, rather than adding new to-dos
- The “magic number” framework for aligning growth targets with C-suite buy-in to fund brand investment
- Why marketers should pick bigger competitive battles—reframing rivals as time, attention, or lifestyle competitors rather than category copycats
- How to evaluate AI’s role in your brand strategy by focusing on whether it enables consumer creativity and trust rather than replacing it
About the guests:
Victoria Lozano is the CMO at Crayola, a position she has held for over 16 years, where she has evolved the company from a product-focused manufacturer into a diversified creative ecosystem spanning products, experiences, and content. With deep expertise in brand building, category expansion, and consumer behavior, she has successfully elevated Crayola beyond functional product competition by redefining the brand’s role in enabling daily creative habits across both children and adults.
Paulie Dery is the CMO at AG1, where he leads marketing strategy for a category-defining greens and multivitamin brand. With previous experience building iconic brands at Yeti and Uber, he brings expertise in elevating products beyond functional competition and building authentic community-driven ecosystems.
来源：Adweek · adweek.com