This study analyzes Hallmark's emotional branding and rebranding opportunities through social media research, uncovering a desire for Hallmark to add sarcastic humor and sarcasm to accompany the traditional sentimental emotional tenor of Hallmark.

1. COMPANY & TECHNOLOGY OVERVIEW
RETAIL
PROPRIETARY & CONFIDENTIAL
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2. CASE STUDY: EMOTIONAL BRANDING
BRAND:
BUSINESS
QUESTION:
METHOD:
Hallmark
How can Hallmark forge an emotional bond with today’s social
audience through its classic, sentimental greeting cards?
Develop a framework for identifying opportunities to build brand
affinity among consumers by analyzing the online conversation
about Hallmark over a 12-month time period.
PROPRIETARY & CONFIDENTIAL
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3. HALLMARK: THE BRAND
“When You Care Enough to Send the Very Best”- Hallmark Slogan
The real power of Hallmark’s brand lies with people, all around the world. Because what
we create only matters when it is shared with someone else.
Hallmark is no stranger to change. We’ve seen plenty of it in our first century. And the
second century promises more… even faster, more far-reaching.
Our brand will continue to flourish because Hallmark is about what endures – that human
need to connect emotionally with others. And that’s what makes a genuine difference.
Source: http://corporate.hallmark.com/OurBrand (Accessed on 3/1/13)
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4. EMOTIONAL BRANDING: HALLMARK
Hallmark: Emotional Tweeting
(2/1/12 – 2/18/13)  169,393 Relevant Posts
A
B
FINDINGS:
A. Over half of conversation about
Hallmark consists of sarcastic
references to the brand’s emotional
attributes
B. Criticism of the brand stems from
Hallmark’s commercialization of
sentimental moments and
messages shared with loved ones
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© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

5. EMOTIONAL BRANDING: HALLMARK
Hallmark: Emotional Tweeting
(2/1/12 – 2/18/13)  169,393 Relevant Posts
A
B
FINDINGS:
A. Over half of conversation about
“Does Hallmark make a ‘Sorry I
Hallmarkmental breakdown on you’
had a consists of sarcastic
references to the brand’s emotional
card?”
attributes -@TheJennaBee
B. Criticism of the brand stems from
Hallmark’s commercialization of
“Valentine's day is just a hallmark
sentimental moments and
holiday #whatsthepoint
#singleawarenessday
messages shared with loved ones
#ismorelikeit.”
-@MackenzieeeeeeB
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6. EMOTIONAL BRANDING: HALLMARK
Hallmark: Seasonal Sentimentality
(2/1/12 – 2/18/13)  169,393 Relevant Posts
A
A
B
FINDINGS:
A. Negative opinions dominate
Valentine’s Day in 2012 and
2013, eclipsing 80% of total
conversation about Hallmark
B. Interestingly, mid-October rise in
criticism corresponds to
Sweetest Day— a regional
holiday celebrated mainly in the
Midwest
PROPRIETARY & CONFIDENTIAL
© CRIMSON HEXAGON, INC. 2013. ALL RIGHTS RESERVED.

7. EMOTIONAL BRANDING: HALLMARK
Hallmark: Seasonal Sentimentality
(2/1/12 – 2/18/13)  169,393 Relevant Posts
C
FINDINGS:
C. Majority of commentary during
the year consists of consumers
pairing Hallmark’s sentimental
brand image with edgier humor
•
New forms of emotional brand
engagement are not addressed by
Hallmark’s traditional product
offerings
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8. EMOTIONAL BRANDING: KEY TAKEAWAYS
•
Successful emotional branding requires an intimate understanding of consumers’
evolving emotional needs and aspirations
•
•
Romantic holidays incite criticism of Hallmark’s greeting card business (80%)
•
•
There exists a disconnect between most consumers’ emotional need state regarding greeting cards, and
Hallmark’s brand messaging
To help build emotional engagement and brand loyalty, Hallmark can develop new marketing communications
that reach beyond traditional promotions for sentimental holiday cards
Throughout the year, Hallmark conversation is dominated by a sarcastic voice (54%)
•
Might these consumers purchase Hallmark cards, rather than mock them, if the company engaged with their
brand of sarcastic, self-referential humor?
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9. CRIMSON HEXAGON
Crimson Hexagon, founded in 2007, is the leading provider of analysis
software that delivers business intelligence from social media data for global
corporations. Powered by patented technology developed at Harvard
University’s Institute for Quantitative Social Science, the Crimson Hexagon
ForSight™ platform delivers the industry’s most comprehensive Big Data
analysis capabilities for a variety of large-scale data sources. Clients include
leading global organizations such as: Microsoft, Paramount Pictures,
Starbucks, Simon & Schuster, Twitter, and many more. For more information
go to: http://www.crimsonhexagon.com.
PROPRIETARY & CONFIDENTIAL
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