Rediscovering your brand's True North: How Crayola articulates its brand identity to compel change in internal culture and consumer communication

Abstract

Renewing our childhood spirit! Since the turn of the 20th Century, Crayola has been practically synonymous with crayons and colour. But at one point in its history, Crayola nearly lost sight of the most important consumers — children. This paper describes the internal revitalisation of one of the most cherished children's brands. It shows how the necessary tools were developed to reinvigorate the corporate culture and excite consumers with a passion for creative play. The final outcome of these efforts is an inspiring ‘true north’ articulation — a rallying cry which unites ‘Crayolians’ all over the world and creates a deeper, more meaningful purpose in the partnership with parents and educators to help them raise inspired, creative children.