Phrase

A five-year-old, a classroom teacher, and a parent all need different reasons to engage with the same brand. Victoria Lozano, former Crayola CMO, on the “borrow and build” model that kept one brand coherent across very different audiences. Watch the full conversation on the In Other Words podcast.

Dentyne and Trident both sell gum. One was in the oral care business, the other was in the connections business. Victoria Lozano, former Crayola CMO, on why the category you compete in and the business you’re really in are rarely the same thing. Watch the full conversation on the In Other Words podcast.

Everyone knows your brand exists. Do they trust what it stands for enough to advocate for it? Victoria Lozano, former Crayola CMO, on the difference between awareness and authority, and why clarity, consistency, and credibility matter. Watch the full conversation on the In Other Words podcast.

Your brand narrative is sacred. The expression of it should flex by market. Victoria Lozano, former Crayola CMO, on deciding what stays consistent and what adapts when a global brand enters new markets. Listen to the full conversation on the In Other Words Podcast

Crayola’s Campaign for Creativity won 25+ awards, including Cannes Lions. Victoria Lozano, former Crayola CMO, explains how the campaign was designed to drive commercial growth across the business while creating a powerful emotional connection with audiences. Watch the full conversation on the In Other Words podcast.

A client canceled on Friday. By Monday, Sean Hopwood’s team had built an AI interpreting service and won the business back. The Day Translations CEO shares the story behind that weekend and why he looks for people willing to find a way to meet a customer’s request, even an unexpected one. Watch Sean’s conversation with Phrase CEO Georg Ell in the CEO-to-CEO edition of In Other Words.