Crayola: Finding Your True North

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For over a century, the Crayola brand has been synonymous with creativity and kids and both have always been at the center of Crayola's corporate culture. Throughout their history, Crayola products have been inspired by insights from parents, their children and educators which continue to shape the culture of the company today. From the office environment to the "rules for the playground", the company has not lost its roots or focus. Crayola continues to ground itself in its history and is biased for action against the purposeful goal of unleashing the originality in every child. This presentation, originally shared at the 2011 ANA Integrated Marketing Members-Only Conference at Time Warner, will discuss how Crayola understands and articulates their brand identity using integrated marketing in a way that compels change in internal culture and consumer communication.