What does it take to turn a legacy brand into something bigger? This week on Soul & Science, Jason Harris sits down with Victoria Lozano, former CMO and EVP at Crayola, to discuss how she helped evolve a product-focused brand into a multi-platform growth engine. With a background in both marketing and finance, Victoria brings a unique perspective on how to connect brand building with real business outcomes. Victoria shares how redefining Crayola as a “creativity brand” unlocked new revenue opportunities across in-person experiences, entertainment, and digital platforms, and why a clear, simple brand idea is an essential foundation for growth. She also explains why most successful ideas require patience and iteration, how she approaches managing large teams, and why narrowing your focus to two or three key priorities greatly increases your chances of success. ⏱️ Chapters Brought to you by Mekanism.