Brand building: How Lowe's is transforming into a culture-driven, AI-powered lifestyle brand | Suzy
Speed of Culture Podcast VideosFebruary 03, 202600:34:03

Brand building: How Lowe's is transforming into a culture-driven, AI-powered lifestyle brand | Suzy

In this episode of The Speed of Culture podcast, Matt Britton sits down with Jennifer Wilson, Senior Vice President and Chief Marketing Officer at Lowe’s, to examine how one of America’s largest retailers is executing a modern marketing strategy rooted in culture, experience, and long-term relevance. Jennifer breaks down Lowe’s brand transformation, from expanding beyond traditional home improvement into lifestyle and community, to using AI in home improvement retail, scaling creator partnerships, and building a powerful retail media network. The conversation offers a clear look at how brands evolve without losing trust, and what it takes to stay relevant as consumer behavior, technology, and culture continue to shift.

[Timestamp: 01:32] – Home as Lifestyle, Not Just Shelter
[Timestamp: 04:01] – Redefining What Home Improvement Means
[Timestamp: 06:52] – AI as an Enabler for People, Not a Replacement
[Timestamp: 08:54] – Serving Doers and Impulse Shoppers Together
[Timestamp: 10:41] – Why Staying Put Changes Spending Patternsv
[Timestamp: 12:51] – Creators as a Scaled Growth Channel
[Timestamp: 15:51] – Sports as a Cultural Connector
[Timestamp: 23:08] – Loyalty and Retail Media as a Growth Engine

Listen to this Jennifer Wilson interview on The Speed of Culture podcast to understand how Lowe’s marketing strategy is driving brand transformation, how AI and creators are reshaping retail, and what disciplined leadership looks like inside a legacy brand evolving in real time.

Apple Podcast: https://suzy.news/288d0a
Spotify Podcast: https://suzy.news/e86eef

#SpeedOfCulture #Lowes #BrandStrategy #RetailMarketing #HomeImprovement @AdweekMag
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