Why the Brands Growing Fastest Arent Chasing Attention Anymore

When it comes to brand growth, many leaders still default to a familiar formula: communicate product benefits more clearly, increase reach, and expand awareness among new audiences.

That approach worked when attention was easier to buy and consumer expectations were simpler. Today, it’s far less reliable.

As consumers grow more selective about the brands they engage with—and more skeptical of purely transactional relationships—growth increasingly depends on how well a brand fits into people’s lives beyond the point of purchase. That shift is forcing brands to rethink not just what they market, but how they show up.

One brand that’s leaned into this evolution particularly well is Crayola.

Rather than relying on product promotion alone, Crayola has expanded its growth strategy to focus on building an ecosystem—one that gives consumers multiple, meaningful ways to interact with the brand across products, content, and experiences.

That approach is on full display through the brand’s flagship initiative, Crayola Creativity Week.

According to Vicky Lozano, chief marketing officer at Crayola, the company is preparing to launch its fifth annual Creativity Week later this month. This year, the brand expects more than 17 million children from over 120 countries to participate—a significant increase from the two million participants who took part in its first year.

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