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May 28, 2012

Roses are red, violets are blue... I co-created this card just for you

Posted by Sanjay Dalwani (View Profile | View All Posts) at 8:07 AM


Like most men I know, I always feel uncomfortable selecting greeting cards for my wife - birthdays, anniversaries, Valentines, Mother's Day, you get the idea.  Although I consider myself a sensitive, emotionally centered and caring male, I always feel inadequate standing in the aisle picking through cards written by lovelorn poets who are apparently paid by the word.   I cringe when I observe the woman beside me carefully consider each word, nod at some deeper meaning and then wipe away tears of approval.  Men are from Mars.... 

Of course I love my wife but I guess I'm too particular - why can't I design my own card, in my own (limited) words and get on my way?  Better yet, design a line of cards for guys like me who believe less is more.  Hallmark understands this and has actually gone full circle with the idea.  In 2007, the company established its first digital consumer initiatives by giving customers the capability to create their own cards from a library of assets.  Hallmark has since turned this idea around to proactively solicit ideas for new card lines created by customers including editorial and photos.  Product managers select the winners who can find their creations on store shelves with their names on the back. 

This innovative approach establishes a new relationship with customers while generating company assets at virtually no cost.  Customers get the thrill of designing their own greeting cards with Hallmark's co-creation model that's now embedded in its product development processes.

Brilliant idea!  Now I've got to get started.  Hmmm....Should I go with some flowery prose or a simple "Happy Birthday to my dearest, darling wife"? 

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