# Purpose Over Product: Brand-Building Playbook

> How brands build lasting connections without competing on price.
- Title: Purpose Over Product: Brand-Building Playbook · Adweek
- Summary: How brands build lasting connections without competing on price. Paulie Dery and Victoria Lozano show brands can create cultural relevance by focusing on…
- Keywords: paulie dery, victoria lozano, ag1, crayola, cmo, brand purpose, consumer loyalty, ai strategy, Purpose, Product, Brand-Building, Playbook
- Source: Adweek — https://adweek.com/brand-marketing/purpose-over-product-the-brand-building-playbook-of-paulie-dery-and-victoria-lozano
- Author: Adweek Staff
- Published: 2026-10-21T18:57:45+00:00
- Read time: 1 min
- Topics: paulie dery, victoria lozano, ag1, crayola, cmo, brand purpose, consumer loyalty, ai strategy
## Brand Purpose vs Product Specs
Paulie Dery and Victoria Lozano argue brands should focus on consumer meaning rather than product features to avoid price competition.

> How to escape the "race to the bottom" by moving beyond feature-vs-feature comparisons
## Authentic Community Building
They discuss embedding products into existing routines to encourage daily habits and building communities that feel genuine.

> The "follow the tracks, don’t create them" approach to building authentic community advocacy
## AI and Consumer Trust
Marketers should use AI to strengthen consumer creativity and trust rather than replace it in brand strategies.

> How to evaluate AI’s role in your brand strategy by focusing on whether it enables consumer creativity and trust rather than replacing it
## Key takeaway

Paulie Dery and Victoria Lozano show brands can create cultural relevance by focusing on consumer meaning over product specs.