An excellent example of a brand using it’s “purpose” to make an emotional impact and connection with consumers. Easy, relatively, for a greeting card company for sure – but it can be done. Only challenge is getting consumers to go specifically buy an American Greetings card rather than a Hallmark or other brand card…being able to capture the consumer in the emotional moment, that they so effectively created, is just another reason to have a strong online presence and content marketing strategy.