Fresh vision and a new
niche for a household name
When the folks at Hallmark made the bold decision to brand a cable channel with their iconic name, it was critical to nail their global brand positioning.
Our challenge was to translate the Hallmark brand essence into an authentic, global positioning for the new cable channel. Working with marketing teams worldwide, we explored the brand’s history, personality, and core values. We discovered the essence at the heart of the brand, and crafted a global brand vision and positioning that carved a unique niche within the entertainment industry.
As the Executive Vice President, Worldwide Marketing at Hallmark Channel explains, “You helped us create a brand essence and positioning that encompassed the United States, and works equally well in 101 countries and 27 languages!”