CMOs Paulie Dery And Victoria Lozano Share Brand Building Strategies
Paulie Dery and Victoria Lozano discuss building brand loyalty, according to Adweek. They share strategies for creating deeper consumer connections.
Original reporting · adweek.com
Original: “Purpose Over Product: The Brand-Building Playbook of Paulie Dery and Victoria Lozano”
Read “Purpose Over Product: The Brand-Building Playbook of Paulie Dery and Victoria Lozano” at Adweek →
How this was written. Awesome B2B Design wrote this article with a language model from Adweek’s reporting (model: @cf/meta/llama-3.3-70b-instruct-fp8-fast); it describes that reporting rather than adding to it. The original, linked above, is the full story.
Key points from Adweek’s report
- Paulie Dery and Victoria Lozano share strategies for building brand loyalty and creating deeper consumer connections.
- The CMOs emphasize the importance of building authentic communities and encouraging daily habits.
- Dery and Lozano advise marketers to balance short-term revenue goals with long-term brand investment and to approach AI in a way that strengthens consumer trust and creativity.
Adweek reported that building a brand that stands out is a challenge many companies face. To address this, Paulie Dery, CMO at AG1, and Victoria Lozano, CMO at Crayola, shared their insights in a guest-only episode of Adspeak. They aim to help brands move beyond product benefits to create lasting cultural relevance.
The conversation, recorded live at Brandweek 2026, focuses on creating meaningful connections with consumers. By doing so, brands can differentiate themselves from cheaper alternatives and establish a premium position. This approach enables companies to build a loyal customer base.
Dery and Lozano emphasize the importance of building authentic communities and encouraging daily habits. They suggest that marketers embed their products into existing routines, rather than trying to create new ones. This strategy helps to foster deeper consumer connections and loyalty.
The CMOs also discuss the need to balance short-term revenue goals with long-term brand investment. They advise marketers to align growth targets with executive priorities and to approach AI in a way that strengthens consumer trust and creativity. By taking this approach, companies can achieve sustainable growth and deeper consumer loyalty.
Dery and Lozano draw on their experiences at AG1 and Crayola to provide practical lessons on turning brand purpose into everyday behavior. They share strategies for reframing competition and creating a brand legacy that endures. Their insights offer valuable guidance for marketers seeking to build a strong brand.
The episode covers various topics, including the importance of giving consumers something to believe in and the need to move beyond feature comparisons. Dery and Lozano also discuss the role of AI in brand strategy and how to evaluate its impact on consumer trust and creativity. Their discussion provides a comprehensive overview of the key considerations for building a successful brand.
Questions and answers
What is the main challenge that companies face when building a brand?
The main challenge is to build a brand that stands out and creates lasting cultural relevance, according to Adweek.
How can marketers create meaningful connections with consumers?
Marketers can create meaningful connections by building authentic communities and encouraging daily habits, as discussed by Dery and Lozano.
What role should AI play in brand strategy?
AI should be used to strengthen consumer trust and creativity, rather than replacing it, according to the CMOs.
