American Greetings Since American Greetings went private in early 2013, it has pivoted to a new strategy, focusing on making greeting cards relevant in a digital age. It has done so by adopting an empathy-laden approach, focused on millennial consumers. The brand has encouraged meaningful conversations including tough or uncomfortable situations like infertility, for example, and also dabbled in live events A young girl walks into a tattoo parlor visibly on edge, shuffling her feet and nudging her hair behind her ear. She settles into the chair, as an artist begins inscribing her wrist. When he’s done, she pulls out a greeting card and we finally see what the tattoo says: "Keep Shining," written in her mother’s handwriting from the card. "I think she would have liked it," the girl says, confirming that the tattoo wasn’t a rebellious teen act, but rather, a touching tribute to her mother that has probably passed. "Tattoo," released on Mother’s Day this Ma...
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