AG1 and Crayola CMOs say brand purpose drives premium and loyalty

Paulie Dery, CMO at AG1, and Victoria Lozano, CMO at Crayola, discussed at Brandweek 2026 how brands can move beyond product benefits to build deeper consumer connections and maintain cultural relevance. The conversation addressed ways to protect premium positioning against cheaper alternatives by offering consumers meaningful values and beliefs.

Both CMOs outlined the importance of building authentic communities and embedding products into daily routines, shifting the competitive focus from price to lifestyle and attention. They also talked about balancing immediate revenue targets with sustained brand investment, and aligning these with executive priorities.

The discussion included approaches to using AI that support consumer creativity and trust, rather than eroding it. AG1’s challenger approach and Crayola’s creative legacy served as case studies for turning brand purpose into daily habits and sustainable growth.

For marketing and brand leaders, the session provided practical lessons on defending brand value and fostering loyalty in sectors facing price competition and shifting consumer expectations.